KOMUNIKACJA MARKETINGOWA PRZEDSIĘBIORSTW HANDLU DETALICZNEGO PROWADZĄCYCH SPRZEDAŻ WIELOKANAŁOWĄ
MARKETING COMMUNICATIONS OF MULTI-CHANNEL RETAIL TRADE COMPANIES
Author(s): Marek DrzazgaContributor(s): Anna Drzazga (Translator)
Subject(s): Economy, Communication studies, Marketing / Advertising
Published by: Wydawnictwo Naukowe Uniwersytetu Szczecińskiego
Keywords: marketing communications; retail trade company; multichannel retailing;
Summary/Abstract: The issue of the use of many distribution channels has become one of the main areas of marketing research at the beginning of the 21st century. Marketing communication in a trade company making use of multichannel marketing is based on the principles of marketing communication of relationship marketing. It is based on conducting two-sides communication whose main aim is satisfying information needs of customers. The article focuses on the nature and principles of conducting and instruments of marketing communication of trade companies making use of multichannel sale.
Journal: Studia i Prace WNEIZ US
- Issue Year: 2015
- Issue No: 39/2
- Page Range: 89-98
- Page Count: 10
- Language: Polish