Wykorzystanie technologii łączności bezprzewodowej w badaniach marketingowych na rynku produktów beauty care
The implementation of wireless technology in marketing research within the beauty industry

Summary/Abstract: It is important to remember the increasing marketing role in information provision and value creation does not exclude the prompt and encouragement to purchase. Development within technology is transforming consumer behavior, and, due to society’s increasing mobility, mobile marketing is becoming increasingly relevant. This article aims to show how mobile technology (Bluetooth, WiFi), with the aid of market research, can be utilized to promote proximity promotional activities. The views expressed herein take into account the limitations of the technology when distributing marketing content; in particular, the fact that customer feedback is ideal in situ. However, a highly effective marketing technique for the future is still to be considered.

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