KIERUNKI ROZWOJU DZIAŁAŃ MERCHANDISINGOWYCH W DRUGIEJ DEKADZIE XXI WIEKU
DEVELOPMENT TRENDS IN MERCHANDISE ACTIVITIES IN THE SECOND DECADE OF 21ST CENTURY
Author(s): Beata TarczydłoSubject(s): Economy, Micro-Economics, Sociology, Social Informatics, Economic development, Marketing / Advertising, ICT Information and Communications Technologies
Published by: Wydawnictwo Naukowe Uniwersytetu Szczecińskiego
Keywords: retail trade; merchandising; digital; internet; mobile; sensory; holistic merchandising and neuromerchandising;
Summary/Abstract: The aim of the paper is to explain the trends of changes in contemporary merchandise activities. The deliberations are focused on the following thesis: in the second decade of the 21st century merchandise activities strongly influence on advantages of a trading company; hence, they have to be permanently improved and customized. Starting from the description of the instrumental approach to merchandising, there are characterized in the paper the circumstances of its application. Then, innovative methods and solutions in the considered area of marketing activities are pointed out, in particular: digital, internet, mobile, sensory, neuromerchandising and holistic merchandising. The theoretical deliberations are enhanced by the examples from the market.
Journal: Marketing i Zarządzanie
- Issue Year: 2015
- Issue No: 39
- Page Range: 97-105
- Page Count: 9
- Language: Polish