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A new concept of contemporary marketing

Abstrakt

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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Kategoria:
Aktywność konferencyjna
Typ:
publikacja w wydawnictwie zbiorowym recenzowanym (także w materiałach konferencyjnych)
Język:
angielski
Rok wydania:
2021
Opis bibliograficzny:
Drapińska A.: A new concept of contemporary marketing// / : , 2021,
Weryfikacja:
Politechnika Gdańska

wyświetlono 25 razy

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