Wypracowanie sposobu komunikacji marketingowej z otoczeniem jako czynnik determinujący sukces rynkowy firmy
Creation of the most reliable way of marketing communication as the factor determining a commercial and market success (neuromarketing and prosumerism)

Summary/Abstract: The important part in each company’s structure is the market. Because the market and the customers, they generate demand for goods that are made by companies. Firms need to communicate with customers and there are recently two main manners to do it. First is the neuromarketing: science that research human mental and emotional reactions to brand names and colors, as well as product ads and commercials, is advantageous for two reasons: first, it is faster to do than typical consumer research, and second, neuroimaging can provide more accurate customer information when compared with traditional marketing methods. Second way of marketing communication is the prosumerism: abbreviation from “the progressive consumer” describes modern consumer who searches for the highest quality product that best meets their needs through researching the product’s value, performance and price through social networks and consumer product reviews.

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