AMBIENT MARKETING JAKO INNOWACYJNA FORMA KOMUNIKACJI Z KLIENTEM
AMBIENT MARKETING AS AN INNOVATIVE FORM OF COMMUNICATION WITH THE CUSTOMER
Author(s): Włodzimierz DelugaSubject(s): Economy, Psychology, Communication studies, Theory of Communication, Behaviorism, Marketing / Advertising, Socio-Economic Research
Published by: Wydawnictwo Naukowe Uniwersytetu Szczecińskiego
Keywords: ambient marketing; communication; customer; guerrilla marketing; viral marketing; word of mouth marketing; scent marketing;
Summary/Abstract: Marketing, like other sciences, has developed significantly in recent years. New techniques, continuously evolving styles of mix marketing composition and ongoing research have given rise to the creation of innovative marketing trends. They enable companies to reach more and more effectively the target groups with their products and they make that their message is received in a deliberate and effective way. Entrepreneurs, looking for new and revolutionary ways to reach customers, more and more often use the ambient marketing in the elaboration of competitive advantage. On the basis of primary researches' results, it was found that unconventional and original forms of customer interaction can produce positive results in reinforcing the brand’s position in a competitive market.
Journal: Marketing i Zarządzanie
- Issue Year: 2015
- Issue No: 39
- Page Range: 121-132
- Page Count: 12
- Language: Polish
