Zachowania informacyjne współczesnych konsumentów – implikacje dla działań z zakresu komunikacji marketingowej
Information Behaviors of Contemporary Consumers - Implications for Marketing Communication Activities

Summary/Abstract: The objective of this paper is to analyze the information behaviors of mod- ern consumers and their implications for the organizations activities in marketing com- munications. This paper presents the results of structured direct interviews on consum- ers' information and communication activity on the food market. The analyses allowed developing a typology of consumers' information behaviors. Basing on the conducted research, the guidelines for managing the marketing communication in reality of net- work society have been formulated.

• Details
• Contents