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2019 | 53 | 2 |
Article title

The increased importance of geolocation in retail trade in Poland – selected aspects of activities

Authors
Content
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Languages of publication
EN
Abstracts
EN
The article presents geolocation as a modern form of communication with consumers, which is based on new methods of sending information. This modern technological solution is increasingly used by enterprises in various industries, including retail entities. It has a very wide range of applications from the perspective of marketing activities of trade entities. Geolocation can be used in the process of the analysis, planning and implementation of the marketing activities accompanying market research, the segmentation process or the composition of marketing mix tools. The article applies secondary research in the form of a critical analysis of the literature, including the analysis of activities of selected entities who are leaders in the application of geolocation.
Year
Volume
53
Issue
2
Physical description
Dates
published
2019
online
2019-10-25
Contributors
References
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Document Type
Publication order reference
Identifiers
YADDA identifier
bwmeta1.element.ojs-doi-10_17951_h_2019_53_2_67-77
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