Znaczenie zaufania w strategiach marketingowych opartych na współtworzeniu wartości z klientami
The importance of trust in the marketing strategies based on co-creating value with customer

Summary/Abstract: The paper attempts to prove that trust is an important factor in the success of marketing strategies based on co-creating value with customers. The analysis of marketing theory (in particular the concept of value co-creation and the importance of trust in relationships with customers) was adopted in order to justify the hypothesis thesis. The study of value co-creation in the area of health care completed the analysis. The analysis positively verified the hypothesis.

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