2013 | 140 | 98-111
Article title

Media społecznościowe w procesie komunikacji marketingowej przedsiębiorstw handlu detalicznego z rynkiem

Title variants
Social Media as a Part of Marketing Communication Process of a Retail Company with the Market
Languages of publication
Recently, companies have taken advantage of social media, which include information platforms (web bloggs, wikis, social bookmarking), on-line communities and virtually created worlds, as a means to reach their customers and communicate with them. Social media may contribute to the creation and strengthening of the company's market position as well as goods and services it offers. They play a very important role in the lives of consumers, and that it why they should be taken into consideration while organizing company's activities dealing with marketing communication.
Physical description
  • Kompendium wiedzy handlu. Red. M. Sławińska. Wydawnictwo Naukowe PWN, Warszawa 2008, s. 11.
  • Handel detaliczny. Funkcjonowanie i kierunki rozwoju. Red. J. Szumilak. Oficyna Wydawnicza, Kraków 2004, s. 13.
  • H.-J. Theis: Handels-Marketing. Analyse- und Planungskonzepte fűr den Einzelhandel. Deutscher Fachverlag, Frankfurt am Main 1999, s. 24.
  • M. Drzazga: Komunikacja marketingowa przedsiębiorstw handlu detalicznego z rynkiem. Wydawnictwo Uniwersytetu Ekonomicznego, Katowice 2012, s. 81.
  • A.M. Kaplan, M. Haenlein: Users of the Word, Unite! The Challenges and Opportunities of Social Media. "Business Horizons" 2010, No. 53 (1).
  • Ch. Fieseler, M. Fleck, K. Stanoevska-Slabeva: Corporate Blogs - Kundendialog im Netz mit hohem Anspruch. "Marketing Review St.Gallen" 2008, No. 4.
  • P. Cyganski, B. Hass: Potenziale sozialer Netzwerke für Unternehmen. W: B. Walsh. G. Killian: Neue Perspektiven für Marketing und Medien. Berlin-Heidelberg 2008, s. 101-120.
  • J. Schmidt, C. Lampert, Ch. Schwinge: Nutzungspraktiken im Social Web - Impulse für die medienpädagogische Diskussion. W: B. Herzig, D.M. Meister, H. Moser, H. Niesyto: Jahrbuch Medienpädagogik. Medienkompetenz und Web 2.0. Verlag für Sozialwissenschaften. Wiesbaden 2010, s. 256 i nast.
  • L.R. Klein: Evaluating the Potential of Interactive Media through a New lens: Search versus Experience Goods. "Journal of Business Research" 1998, Vol. 41.
  • K. Stanoevska-Slabeva: Die Potenziale des Web 2.0 für das Interaktive Marketing. W: Ch. Belz, M. Schögel, O. Arndt, W. Walter: Interaktives Marketing. Neue Wege zum Dialog mit Kunden. Gabler Verlag, Wiesbaden 2008, s. 223-234.
  • J. Boluminski, S. Karlin, Ch. Nätscher: Medien des Web 2.0 - Chance oder Risiko im Kundendialog? "Marketing Review St.Gallen" 2009, No. 1, s. 24-25.
  • W.A. Fuchs: Integration der E-Communication in die Corporate Communications. "Thexis" 2000, No. 3.
Document Type
Publication order reference
YADDA identifier
JavaScript is turned off in your web browser. Turn it on to take full advantage of this site, then refresh the page.