Komunikacja w procesie innowacji w agencjach reklamowych

• Autorzy: Grzegorz Leszczyński

Warianty tytułu

Communication in the innovation process in advertising agencies

• Języki publikacji: PL

Abstrakty

Celem artykułu jest identyfikacja czynników ograniczających komunikację, jak i tych, które jej sprzyjają w procesie tworzenia nowych rozwiązań i usług, na przykładzie agencji reklamowych. Podstawą do określenia tych czynników były dane zebrane podczas badań prowadzonych w trzech agencjach reklamowych i prowadzonych przez nich pracach nad innowacjami. Wnioski płynące z analizy tych przypadków odnoszą się do jakości informacji, zachowań komunikacyjnych oraz narzędzi stosowanych w komunikacji. (abstrakt oryginalny)

EN

The paper aims to identify factors limiting communication and those supporting it in the process of creating new solutions and services by advertising agencies. The basis for that identification was the data obtained from research conducted in three advertising agencies during their work on innovation. The conclusions drawn from the analysis of these cases are related to the quality of information, the communicative behaviour and the communication tools. (original abstract)

Słowa kluczowe

PL

Komunikowanie; Agencje reklamowe; Innowacje; Instrumenty marketingowe

EN

Communication; Advertising agency; Innovations; Marketing instruments

• Czasopismo: Marketing i Rynek
• Rocznik: 2014
• Numer: nr 4 (CD)
• Strony: 80--87

Twórcy

autor

Grzegorz Leszczyński

• Uniwersytet Ekonomiczny w Poznaniu

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