Nowe media w budowaniu marki i wizerunku przedsiębiorstwa

The increasing fragmentation of the market, the search still unmet and specific needs of an increasingly homogeneous groups of customers is now possible using new media. New media does not require from the sender (company) to meet the criteria of issue that will be cost-justified measures for communication activities. The article discusses issues related to the company seeking a competitive advantage in creating intangible factors of business success. Author sees opportunities to create competitive advantage in a positive and recognizable image and company brands. Presents the basic characteristics of new media and pointed out the possibility of their use in integrated marketing communications company.