Zeszyty Naukowe Uniwersytetu Szczecińskiego. Problemy Zarządzania, Finansów i Marketingu

Currently: Marketing i Zarządzanie


ISSN: 1509-0507     eISSN: 2353-2874    OAI    DOI: 10.18276/pzfm.2015.39-10
CC BY-SA   Open Access   CEEOL

Issue archive / ZN 866 PZFiM nr 39
Ambient marketing jako innowacyjna forma komunikacji z klientem
(Ambient Marketing as an Innovative Form of Communication with the Customer)

Authors: Włodzimierz Deluga
Politechnika Koszalińska
Keywords: scent marketing word of mouth marketing viral marketing guerrilla marketing customer communication ambient marketing
Data publikacji całości:2015
Page range:12 (121-132)
Cited-by (Crossref) ?:

Abstract

Marketing, like other sciences, has developed significantly in recent years. New techniques, continuously evolving styles of mix marketing composition and ongoing research have given rise to the creation of innovative marketing trends. They enable companies to reach more and more effectively the target groups with their products and they make that their message is received in a deliberate and effective way. Entrepreneurs, looking for new and revolutionary ways to reach customers, more and more often use the ambient marketing in the elaboration of competitive advantage. On the basis of primary researches' results, it was found that unconventional and original forms of customer interaction can produce positive results in reinforcing the brand’s position in a competitive market.
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