Abstract
Purpose: This conceptual paper aims to propose a new concept of marketing that responds well to the needs of a changing world, taking into account the continuous development of the service economy and the revolution in the development of the Internet and related tools. Methodology/Approach: The proposed concept is based on well-researched theories: service marketing, experience marketing, relationship marketing and digital marketing (4.0). An in-depth review of marketing literature has been conducted. The proposed concept uses such terms as interactions, relationships, experiences, and digital marketing. Findings: The main achievement is a new concept of contemporary marketing. Its essence is the creation by organizations of long-term relationships with customers, through interactions and consistent customer experiences both in the offline and online world. Originality/value: The paper proposes a new look at contemporary marketing, indicates its elements and essence and contributes both to the development of the theory and research in marketing.
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Keywords
Details
- Category:
- Conference activity
- Type:
- publikacja w wydawnictwie zbiorowym recenzowanym (także w materiałach konferencyjnych)
- Language:
- English
- Publication year:
- 2021
- Bibliographic description:
- Drapińska A.: A new concept of contemporary marketing// / : , 2021,
- Verified by:
- Gdańsk University of Technology
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