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  1. 1 Jagiellonian Journal of Management

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  1. 1 Dołhasz M.

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  1. 1 2015

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

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Dołhasz M.
Jagiellonian Journal of Management
|
2015
|
vol. 1
|
issue 3
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.
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