NOWE MEDIA W KREOWANIU WIZERUNKU ORGANIZACJI
NEW MEDIA IN CREATING THE IMAGE OF THE ORGANIZATION

Summary/Abstract: The objective of the paper is pointing out new media in the marketing communication as the effective and acceptable tools of creating the image of the organization. The appropriate image of the brand cannot be created spontaneously but must be the effect of a deliberate marketing strategy. The strategy is realized with the use of diverse communications tools serving building up the strong and explicit image. Among those tools social media as well as custom instruments of the promotion as corporate blogs are of a special importance. The research approach based on preliminary research of the writing and internet sources is applied in the paper. An overall description of new media is included showing their specificity and possibilities of the application. In particular, the case of InPost company using communicative high-tech solutions for building the competitive position of its brand is portrayed in the paper.

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