Wpływ technologii ICT na rolę konsumenta w komunikacji marketingowej

• Authors: Jacek Wójcik

Title variants

EN

Influence of Information and Communication Technology on Consumer's Role in Marketing Communication

• Languages of publication: PL

Abstracts

EN

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.

Keywords

PL

Klient; Komunikowanie marketingowe; Marketing konsumencki; Rozwój technologiczny

EN

Consumer Marketing; Customer; Marketing communication; Technological development

• Publisher: Uniwersytet Ekonomiczny w Katowicach
• Journal: Studia Ekonomiczne
• Year: 2013
• Volume: 140
• Pages: 112-121

Contributors

author

Jacek Wójcik

References

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Identifiers

ISSN

2083-8611