KOMUNIKACJA W KONCEPCJI MARKETINGU 3.0 PRZEZ PRYZMAT SEKTORA MSP W ŚWIETLE BADANIA WŁASNEGO
COMMUNICATION IN THE CONCEPT OF MARKETING 3.0 IN THE SME SECTOR IN THE LIGHT OF OWN RESEARCH
Author(s): Joanna Pikuła-MałachowskaSubject(s): Economy, Business Economy / Management, Sociology, Social Informatics, Marketing / Advertising, ICT Information and Communications Technologies, Socio-Economic Research
Published by: Wydawnictwo Naukowe Uniwersytetu Szczecińskiego
Keywords: customer behaviors; communication; marketing 3.0; SME sector;
Summary/Abstract: Marketing 3.0 practices are entirely formed by changes of purchaser behavior. The aim of the paper is to present chosen aspects of communication with target buyers in activities characteristics for 3.0 concept. These aspects consider most of all internet communication. The paper is based on the results of own research conducted in enterprises representing SME sector with their premises in Śląskie [Silesian] Voivodeship. As it has been established in the research, communication with target buyers through the medium of social platforms is an important element of their business activity, although there may be noticed some differences in aims for their presence in social media. The researched companies give particular weight to social media in their market activity driving at creating bonds with customers, so it may be claimed that social media platforms are fully included in business reality.
Journal: Marketing i Zarządzanie
- Issue Year: 2015
- Issue No: 41 (1)
- Page Range: 105-114
- Page Count: 10
- Language: Polish