Zero Moment of Truth – nowe wyzwanie dla zarządzania marketingowego

• Authors: Monika Miętkiewicz , Dominik Meller

Title variants

EN

ZERO MOMENT OF TRUTH – NEW CHALLENGE FOR MARKETING MANAGEMENT

• Languages of publication: PL

Abstracts

EN

Article presents basic concepts on consumers shopping habits, groups of conditions stimulating purchase and determinants of behavior. It presents literature studies concerning First Moment of Truth and Second Moment of Truth from perspective of information society. In second part article covers subject of Zero Moment of Truth that has been developed from traditional shopping models and expanded by elements of social shopping. Article presents research about consumer information sources, product information presentation strategies and utilization of online information in order to make use of synergy of parallel actions in different parts of Internet.

Keywords

EN

MARKETING MANAGEMENT; ZERO MOMENT OF TRUTH; SHOPPING HABITS; INTERNET MARKETING; EXPERIENCE MARKETING

• Publisher: Wydział Zarządzania - Uniwersytet Gdański
• Journal: Zarządzanie i Finanse
• Year: 2012
• Volume: 2
• Issue: 2
• Pages: 135-149

Contributors

author

Monika Miętkiewicz

• Katedra Marketingu, Wydział Zarządzania, Uniwersytet Gdański

author

Dominik Meller

• Katedra Marketingu, Wydział Zarządzania, Uniwersytet Gdański