Między innowacją a konwencją. Warunki skutecznej komunikacji perswazyjnej z perspektywy marketing science i praktyki marketingowej
Between innovation and conventionality. Conditions of effective persuasive communication from marketing science and marketing practice perspectives

Summary/Abstract: This article is an attempt to reconstruct the main approaches used in marketing to the study of the suggested degree of innovation/conventionality of persuasive communication. Presentation of radical perspectives, according to which effective communication should be innovative or conventional, is followed by a discussion of more balanced views (which introduce the concept of fluent innovation and the distinction between point of parity and point of difference) as well as the possibilities of their theoretical and practical development.

• Details
• Contents