Creating marketing knowledge about the consumer in the context of the development of internet tools
Krystyna Mazurek-Łopacińska , Magdalena Sobocińska
AbstractThe 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.
|Journal series||Applied Computer Science, ISSN 1895-3735, e-ISSN 2353-6977, (B 11 pkt)|
|Publication size in sheets||0.55|
|Citation count*||1 (2020-08-07)|
* presented citation count is obtained through Internet information analysis and it is close to the number calculated by the Publish or Perish system.