Zakupy grupowe jako sposób oddziaływania na nabywców w komunikacji marketingowej przedsiębiorstw
Group buying as a way of influencing the buyers in marketing communications of companies

Summary/Abstract: Promotion of contemporary enterprise joins traditional elements (such as advertisement, additional/ sales promotion, public relations and personal sale) with other activities like marketing research, etc. However the main reasons of dynamic development of new instruments of promotion concern the environment of an enterprise, most of all the development of media and new technologies. The result of that is popularity of internet promotion, which joins this new medium with traditional tools, e.g. advertisement of activity in frames of sale promoting. All these phenomena cause the birth of internet advertisement, internet sampling or group buying. The objective of the paper is the analysis of group buying – a new form of marketing communication, combining internet, advertisements and techniques of sales promotion

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