AMAZON - lider kreowania doświadczeń na rynku nowych mediów

• Autorzy: Monika Boguszewicz - Kreft

Warianty tytułu

Amazon - the Leader in Creating Experience on the Market of New Media

• Języki publikacji: PL

Abstrakty

Pomimo ogromnego dorobku naukowego marketingu, powszechnego przekonania przedsiębiorców o konieczności zaspokajania potrzeb konsumentów i witalnej roli lojalności klientów w sukcesie przedsiębiorstwa, na rynku dominują przeciętne produkty materialne i usługi. W wielu publikacjach powtarza się opinia, że zazwyczaj trudno klientom przypomnieć sobie jakiś kontakt z organizacją na rynku, który wyróżniłby ją pozytywnie i znacząco na tle innych podmiotów gospodarczych. O takich usługach, nawet, jeżeli nie mają do nich zastrzeżeń, klienci jednak szybko zapominają i nie wpływają one na ich lojalność. (fragment tekstu)

EN

Increasing influence of so called new media on economic relations manifests in the era of growing competition by rapid flow of information, possible owing to development in communication technology. As a result products differ less, and time from introducing an innovation to the market and its imitation becomes radically shorter. At the same time on the developed markets consumers take functional features and advantages of products, as well as their quality adequate to price for granted. Among all those problems, some new theoretical concepts of marketing are developed, one of which, particularly relevant, getting more attraction is experience marketing. An example of pioneering solutions of Amazon.com shows how creating memorable experiences and personalized offers - key elements of experience marketing - influence on firm position. (original abstract)

Słowa kluczowe

PL

Media; Liderzy biznesu

EN

Media; Business leaders

• Czasopismo: Zeszyty Naukowe Uniwersytetu Szczecińskiego. Ekonomiczne Problemy Usług
• Rocznik: 2009
• Numer: nr 35, cz.2 Rynki przesyłu i przetwarzania informacji - stan obecny i perspektywy rozwoju. Cz.2
• Strony: 505--517

Twórcy

autor

Monika Boguszewicz - Kreft

• Uniwersytet Gdański

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