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  1. 1 Meller D.

  2. 1 Miętkiewicz M.

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  1. 1 2012

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Zero Moment of Truth – nowe wyzwanie dla zarządzania marketingowego

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Miętkiewicz M., Meller D.
Zarządzanie i Finanse
|
2012
|
vol. 2
|
issue 2
135-149
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.
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