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Marketing resources in the processes of competing in the era of the virtualisation of socio-economic life

100%
Sobocińska M.
Annales Universitatis Mariae Curie-Skłodowska, sectio H – Oeconomia
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2019
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vol. 53
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issue 1
EN
Theoretical background: The growing scope of virtualisation of consumer behaviour and the emergence of new business models associated with it has caused changes in the approach to the processes of the competing and management of company resources. This is accompanied by the growing importance of the customer in each stage of the value management process. In this context, a question is raised concerning the significance of marketing resources in the processes of competing between enterprises. At the same time, it should be noted that nowadays, marketing is becoming one of the business functions associated to the highest possible extent with information technology. These changes are demonstrated by the creation of a new managerial specialisation, i.e. a manager for marketing technologies who creates the technological image of marketing development. The objective of the management in the sphere of marketing technologyis to create the value spiral, in which what is possible in the sphere of technology will be an inspiration for what is indicated in the sphere of marketing, and vice versa.Purpose of the article: The purpose of the paper is to demonstrate the signifiance of marketing resources, with a special focus on marketing knowledge, in the processes of competing between enterprises in the era of new media.Research methods: The paper is based on the analysis of secondary sources, the basis of which are in-depth studies of the literature in the sphere of marketing and new media, reports from research concerning digitalisation on a micro and macro scale, and consequences resulting from these processes.Main findings: The conducted survey of the literature indicates that marketing resources play a vital role in the processes of competing between enterprises. It further demonstrates that categories such as marketing knowledge, brand and relationships with entities of the environment are characterised by limited substitutability, the imperfect ability to be imitated and big value. Therefore, according to the resource theory, enterprises determine the gaining of competitive advantage by an entity. At the same time, new information and communication technologies are having an increasingly bigger impact on the growth of marketing resources. This is especially notable in the area of the enhancement of relationships with customers or marketing knowledge management, because new technologies find application at the stage of acquisition, popularisation and application of knowledge in the processes of marketing decision-making, which are translated into a competitive position achieved by the entity. Furthermore, the relationship between marketing and new technologies is expressed in terms of the increase of the scope of product individualisation and marketing communication.
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New Information and Communication Technologies as the Factor of Social Inclusion

88%
Machol-Zajda L.
Olsztyn Economic Journal
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2011
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vol. 6
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issue 1
51-74
EN
The paper presents the opportunities and limitations in using new information and communication technologies as a factor of social inclusion. It consists of three basic parts. The first part presents the actions for development and use of new technologies as factors of economic growth and employment increase undertaken within the frameworks of programs of the European Union and its Member States during the recent years. Use of new information and communication technologies has an increasing role as a factor of economic growth, social development and social inclusion. The second part of the paper deals with the access to and use of the information and communication technologies in Poland and comparison of the situation in Poland and in other Member States. Here the paper indicates the existing disproportions and threats for the information society. Part three criticises the technological determinism putting excess stress on technological aspects while underestimating the social aspects. The examples of good practices from a few selected EU Member States where the use of new information and communication technologies was combined effectively with the measures for social inclusion also support the social approach to the introduction and use of modern information and communication technologies.
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