Prosument w procesie planowania marketingowego
Prosument in marketing planning process

Summary/Abstract: The paper refers to the challenge for marketing planning resulted from growing importance of networks, where consumer is perceived as a value co-creator. Toffler’s prosument idea and corresponding paradigm of value co-creation with consumers are discussed in order to identify different types of value co-creation interactions. Author presents various effects of those interactions, which should be consider in both tactical as strategic marketing planning process.

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