Geolokalizacja jako współczesne narzędzie komunikacji z klientem i jej wykorzystanie w marketingu relacji
Geolocalization as a Modern Tool of Communication with the Customer and its Use in Relationship

Summary/Abstract: The popularization of mobile devices and the development of the internet opens up many new possibilities for marketing efforts of modern enterprises. The objective of the article is identification of opportunities of the use of geolocalization in customer relationship management practice, as well as the presentation of the possibilities and limitations of using this tool in marketing communication. Geolocalization allows the personalization of media communication and the development of forms of contact with the customer. It can be used to build relationships with customers. However, there are limitations and doubts resulting mainly from the fact that the practice outpaces the theory and also legislative solutions.

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