Partycypacja jako nowa faza w rozwoju marketingu
Participation as a new phase in the development of marketing

Summary/Abstract: Beginning of the XXI century is marked by a series of changes, which above all include globalization, technological progress and, in particular, development of information technology. These factors force changes in the way businesses operate and in the way of carrying out marketing activities. The development of network systems causes the appearance of concepts such as: database marketing, multi-level marketing, interactive marketing and virtual marketing. For that reason, years 2010 will be dominated by social networks and web 2.0. This article presents the basic development tendencies in marketing and indicates the ways of impact on purchasers, which will dominate in the next decade.

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