CREATING MARKETING KNOWLEDGE ABOUT THE CONSUMER IN THE CONTEXT OF THE DEVELOPMENT OF INTERNET TOOLS

Krystyna MAZUREK-ŁOPACIŃSKA; Magdalena SOBOCIŃSKA

doi:10.23743/acs-2017-24

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Published: Sep 30, 2017

DOI: https://doi.org/10.23743/acs-2017-24

Issue Vol. 13 No. 3 (2017)

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CREATING MARKETING KNOWLEDGE ABOUT THE CONSUMER IN THE CONTEXT OF THE DEVELOPMENT OF INTERNET TOOLS
Krystyna MAZUREK-ŁOPACIŃSKA, Magdalena SOBOCIŃSKA

90-101

DOI

https://doi.org/10.23743/acs-2017-24

Authors

Krystyna MAZUREK-ŁOPACIŃSKA

krystyna.mazurek-lopacinska@ue.wroc.pl

Wrocław University of Economics, Department of Marketing Research, Faculty of Economic Sciences, Komandorska 118/120, 53-345 Wrocław, Poland

Magdalena SOBOCIŃSKA

magdalena.sobocinska@ue.wroc.pl

Wrocław University of Economics, Department of Marketing Research, Faculty of Economic Sciences, Komandorska 118/120, 53-345 Wrocław, Poland

Abstract

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.

Keywords:

knowledge, marketing research, the Internet, artificial intelligence

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MAZUREK-ŁOPACIŃSKA, K., & SOBOCIŃSKA, M. (2017). CREATING MARKETING KNOWLEDGE ABOUT THE CONSUMER IN THE CONTEXT OF THE DEVELOPMENT OF INTERNET TOOLS. Applied Computer Science, 13(3), 90–101. https://doi.org/10.23743/acs-2017-24

CREATING MARKETING KNOWLEDGE ABOUT THE CONSUMER IN THE CONTEXT OF THE DEVELOPMENT OF INTERNET TOOLS

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