Zasady funkcjonowania, narzędzia oraz wyzwania dla marketingu XXI wieku
Principles of functioning, tools and challenges for the 21st century marketing

Summary/Abstract: Modern marketing is gaining more and more importance in business structures to which new solutions are transferred almost immediately. In the age of the Internet, innovative solutions and progressive digitization, new challenges are constantly emerging ahead of marketing. Adapting to change forces to improve marketing strategies and target customers’ needs and satisfaction. The evolution of marketing has made new solutions, tools, channels and methods of reaching the recipient needed. Marketing in the 21st century is an interactive marketing that emphasizes building a lasting relationship with the customer. Modern marketing puts on unconventional methods of reaching the consumer in real time as consumers become increasingly aware of the marketing activities they are subjected to. Research objective of the article is to broaden the knowledge on modern marketing and to present the most popular solutions for it. The research method was a comprehensive review of literature.

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