NABYWCA DIGITALNY A SKUTECZNE DZIAŁANIA MARKETINGOWE – WYBRANE ASPEKTY
DIGITAL PURCHASER AND EFFECTIVE MARKETING ACTIVITIES. SELECTED ASPECTS

Summary/Abstract: The study aims at identifying the prevailing trends in marketing activities today adapted to behaviour of digital purchasers. Starting from a definition of the digital purchaser, the study goes on to discuss his behaviour, including the buying patterns, and concludes by compiling his profile for the purposes of effective marketing activities. The study is based on purpose-made empirical research which has led to identification of desirable marketing activities, covering, inter alia, the areas of Internet marketing, experiential marketing, neuromarketing, social marketing and holistic marketing. The study provides recommendations for entrepreneurs who are interested in marketing activities adapted to expectations of digital purchasers.

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