Consumer attitudes as a basis for developing new directions in marketing communications in Poland

• Authors: Magdalena Dołhasz
• Languages of publication: PL

Abstracts

PL

To meet the increasing activity of consumers, companies in their market activities seek new solutions in the use of (traditional and non-standard) marketing communication instruments. The study identifies and describes the selected directions of modern marketing communications of companies in Poland through the prism of the attitudes of the Polish consumer – the recipient of these activities. The emergence of new types of consumers contributes to the development of new trends in marketing communications, such as, buzzmarketing, viral marketing, guerrilla marketing, customer publishing, ambush marketing and ambient media.

Keywords

PL

marketing communications, new communication tools, prosumer

• Publisher: Uniwersytet Jagielloński
• Journal: Jagiellonian Journal of Management
• Year: 2015
• Volume: 1
• Issue: 3

Dates

published

2015

online

2016-09-22

Contributors

author

Magdalena Dołhasz