NOWE TRENDY W MARKETINGU W ODBIORZE MŁODYCH KONSUMENTÓW NA PRZYKŁADZIE WYBRANEJ GRUPY STUDENTÓW
NEW MARKETING TRENDS IN THE RECEPTION OF YOUNG CONSUMERS ON THE EXAMPLE OF A SELECTED GROUP OF STUDENTS
Author(s): Anna NiedzielskaSubject(s): Economy, Marketing / Advertising, ICT Information and Communications Technologies, Socio-Economic Research
Published by: Wydawnictwo Naukowe Uniwersytetu Szczecińskiego
Keywords: marketing trends; young consumers; e-marketing; research; personalization;
Summary/Abstract: The objective of the paper is to confront subjectively chosen marketing trends connected directly with relations with consumers, indicated by marketing experts as mainstreams in contemporary B2C marketing with the results of own research. The own research concerned the knowledge of newest trends of consumer marketing by chosen group of young consumers. The important conclusions are that new marketing trends are moderately known to the research participants and their attitude to the latest solutions in B2C marketing, particularly within e-marketing, mobile, buzz and sustainable marketing, is quite skeptical.
Journal: Marketing i Zarządzanie
- Issue Year: 2015
- Issue No: 41 (1)
- Page Range: 93-103
- Page Count: 11
- Language: Polish