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Abstract
The articles examines the widely discussed in literature the problem of marketing communication crisis resulting from the changes of the environment. These changes generate both new problems and also new solutions, e.g. social media. The practicioners are pursuing both effective and efficient solutions, in relation to the difficulties encountered while achieving market objectives via traditional methods and channels. In accordance with the nowadays trends, thej allocate the resources available in social media. The purpose of this papier is answer the question to what extent social media marketing messages are response to the crisis. The author uses logical reasoning based on of the subject literatures as well as survey of marketing practicioners regarding the issue presented.
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- Category:
- Articles
- Type:
- artykuły w czasopismach recenzowanych i innych wydawnictwach ciągłych
- Published in:
-
Prace Naukowe Wyższej Szkoły Bankowej w Gdańsku
no. 21,
pages 155 - 163,
ISSN: 1899-9867 - Language:
- English
- Publication year:
- 2013
- Bibliographic description:
- Kucharska W.: The Crisis of Marketing Communication in the Era of Social Media// Prace Naukowe Wyższej Szkoły Bankowej w Gdańsku. -Vol. 21., (2013), s.155-163
- Verified by:
- Gdańsk University of Technology
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