Marketing wirusowy w zarządzaniu organizacją. Wyniki badań
Viral Marketing in Organization Management. Results of Research

Summary/Abstract: The objective of the paper is to explain viral marketing and to indicate its place and role in management of contemporary organizations. The literature studies were conducted and available research and reports reviewed as well as a project of own research executed in the paper. Starting from the definition of the analyzed marketing conception on increasing role in digital technology, its forms and methodology of designing and implementing effective viral marketing campaign were described. The authors determined the scope of exploitation and popularity of viral marketing in practice of organization management on the Polish market and they carried out the internetbased poll on “The importance of viral marketing in organization management”.

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