Solutions of marketing communications in new economy

• Autorzy: Agnieszka Budziewicz-Guźlecka , Anna Drab-Kurowska
• Języki publikacji: EN

Abstrakty

EN

Information that is useful in a decision-making process becomes the most valuable resource namely knowledge for today's businesses. Marketing information is any kind of information used in the process of company's marketing management, which is the basis of knowledge creation. It allows us to reduce the uncertainty of decisions related to the implementation of strategic and operational marketing. Increasing needs and requirements of customers, increasing economic and IT awareness, and escalating competition have resulted in a fact that information, being a product of information technology, is a necessary condition to achieve a non-price competitive advantage. Information systems have operated in business for a long time. So far, however, their purpose has been to improve existing practices. Only adding them to an integrated, global network - which is the Internet - creates a new quality. Every organization, large or small, has the ability to conduct business on an international scale. The wealth of information in the network gives tremendous opportunities to businesses and customers. Information and knowledge can spread rapidly over large distances. Progress and economic growth has always been a product of human mind and technological innovation. Access to information and knowledge, what this information means is the basis of development, including economic development. New business environment is created where information and knowledge, through teleinformation technology, become a primary decisive criterion for the success or failure of firms, regions and whole economies. Information and knowledge create value added, increase productivity and efficiency of management.(original abstract)

Artykuł ten pokazuje nowe technologie w działalności gospodarki przedsiębiorstw, zwłaszcza w dziedzinie marketingu. Wykorzystanie nowoczesnych technik informacyjnych torują drogę do rozwoju komunikacji marketingowej.Internet jest pierwszym medium, które umożliwia taki zaawansowany dialog między firmami i klientami, a tym samym - budowanie trwałych relacji z nimi.

Słowa kluczowe

EN

New economy; Internet; Marketing communication

PL

Nowa gospodarka; Internet; Komunikowanie marketingowe

• Czasopismo: Zeszyty Naukowe Uniwersytetu Szczecińskiego. Scientific Journal. Service Management
• Rocznik: 2012
• Tom: 9
• Strony: 41--48

Twórcy

autor

Agnieszka Budziewicz-Guźlecka

• Uniwersytet Szczeciński

autor

Anna Drab-Kurowska

• Uniwersytet Szczeciński

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