Konkurowanie przedsiębiorstw w segmencie młodych konsumentów

An intense rate of social, economic and political changes has exerted an indisputable influence upon processes occurring in the sphere of consumption. This is reflected in new consumer trends, manifested, among other things, in changing systems of values, expectations and preferences as well as an increasing awareness and strength of buyers. Then, these phenomena are also accompanied by changing conditions in which human needs, interests, areas of activity and lifestyles are satisfied.
The above-mentioned processes significantly determine marketing strategies and activities of contemporary enterprises, including, in particular, methods of communicating with customers and methods of running main operational activity. In their light it becomes necessary to modify the existing strategies and for managers to shift onto new ways of thinking and acting, with strong emphasis put upon the knowledge-based economy taking advantage of modern digital media. One of the key problems faced these days by businesses is that of aligning the requirements of economies of scale and operational efficiency with unique, markedly individual and ever-changing needs of both customers and contractors.
 

The book is intended for all those dealing with marketing, advertisement, and promotion, as well as for students of management and marketing.