The Use of Social Media in Communication with Foreign Customers - Case Studies of the Polish Brands

• Autorzy: Marzanna K. Witek-Hajduk
• Języki publikacji: EN

Abstrakty

EN

Nowadays, being competitive on the market is becoming more and more difficult because the others offer products and services of comparable quality and price. In this way, value creation moves from inside the company to contacts with the client. [Zając 2007, p.5] Orientation of the enterprise for the client means the sine qua non condition, not so much the existence as the effective operation of enterprises. Espe- cially, this client who has more and more access to the information thanks to the new information and communication technologies. Digitization, computerization and inter- netization create reality based on information and knowledge that becomes the natural environment of the modern client. With a specific knowledge, skills and competences, the customer is today an important link connecting and at the same time dividing the world of economic rivalry. Providing go- ods and services in line with the expectations of this educated client (prosumer) is a great challenge for many companies. They are restructuring by redefining strategic assumptions, transforming the structure and reorganizing production and service processes.(original abstract)

Słowa kluczowe

EN

Branding; Mass media marketing

PL

Budowanie świadomości marki; Marketing mass mediów

• Czasopismo: Przedsiębiorczość i Zarządzanie
• Rocznik: 2018
• Numer: t. 19, z. 5, cz. 3 Zarządzanie logistyczne - wyzwania przyszłości
• Strony: 41--55

Twórcy

autor

Marzanna K. Witek-Hajduk

• Szkoła Główna Handlowa w Warszawie

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