Creating marketing knowledge about the consumer in the context of the development of internet tools

Krystyna Mazurek-Łopacińska , Magdalena Sobocińska


The aim of the article is to present marketing knowledge about the consumer as an enterprise resource and the role of marketing research in expanding it in the context of progressive virtualization of social life and the development of Internet tools. The current article was written on the basis of an in-depth literature study and an analysis of the selected results of quantitative research conducted in 2013 on a sample of 152 enterprises.
Author Krystyna Mazurek-Łopacińska (ES / IM / DMR)
Krystyna Mazurek-Łopacińska,,
- Department of Marketing Research
, Magdalena Sobocińska (ES / IM / DMR)
Magdalena Sobocińska,,
- Department of Marketing Research
Journal seriesApplied Computer Science, ISSN 1895-3735, e-ISSN 2353-6977, (B 11 pkt)
Issue year2017
Publication size in sheets0.55
Languageen angielski
Score (nominal)11
Score sourcejournalList
Citation count*1 (2020-08-07)
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* presented citation count is obtained through Internet information analysis and it is close to the number calculated by the Publish or Perish system.