- Tytuł:
-
Wpływ technologii ICT na rolę konsumenta w komunikacji marketingowej
Influence of Information and Communication Technology on Consumers Role in Marketing Communication - Autorzy:
- Wójcik, Jacek
- Powiązania:
- https://bibliotekanauki.pl/articles/590148.pdf
- Data publikacji:
- 2013
- Wydawca:
- Uniwersytet Ekonomiczny w Katowicach
- Tematy:
-
Klient
Komunikowanie marketingowe
Marketing konsumencki
Rozwój technologiczny
Consumer Marketing
Customer
Marketing communication
Technological development - Opis:
- Thanks to development of ICT consumers have been given new tools, which make searching for information and sharing opinions easier. New communication tools have become subject of many publications. Having read them we may come to a conclusion that consumers' role in marketing communication has increased significantly and that consumers are the dominant subject of communication process. The author of this article proves that the above conclusion is false. In fact, the author puts the opposite thesis, which says that advertisers have huge advantage observed in opportunities of common advertisements' individualization, which is done to consumers' unawareness. It doesn't matter if it is a consumer who initiates exchange of information as his/her behaviour was previously carefully monitored and controlled consequently.
- Źródło:
-
Studia Ekonomiczne; 2013, 140; 112-121
2083-8611 - Pojawia się w:
- Studia Ekonomiczne
- Dostawca treści:
- Biblioteka Nauki
Artykuł