Symboliczny wymiar komunikacji marketingowej w kształtowaniu sieci interakcji
Symbolic Dimension of Marketing Communications in Shaping Network of Interactions
Author(s): Olgierd WitczakSubject(s): Economy, Business Economy / Management
Published by: Wydawnictwo Naukowe Uniwersytetu Szczecińskiego
Summary/Abstract: The article analyses the phenomenon of interaction in the process of marketing communication.Indicated on theoretical concepts (the paradigm of the network, symbolic interactionism,relationship marketing), which can be analytical area in explaining and describingthe issues of interaction within the framework of marketing communications. Presented inthe article considerations are the result of conducted literature analyses to outline the researchfi eld for future empirical study.
Journal: Studia i Prace WNEIZ US
- Issue Year: 2017
- Issue No: 48/2
- Page Range: 89-100
- Page Count: 12
- Language: Polish