Facing Complexity in Online Marketing on Consumer Market
Authors: Jacek Wójcik, Tymoteusz Doligalski
Abstract: The text focuses on the most important aspects of marketing complexity in the online consumer market, the knowledge of which is essential for the proper functioning of companies, consumer communities and markets. Marketing complexity is influenced by two opposite phenomena: The use of Internet-based communication translates into an increase of consumers' bargaining power in the relationships with companies, but at the same time there exist factors decreasing its influence, such as the possibility to monitor customers' behaviours through social media and far-reaching individualisation of communication, which contribute to increasing of the power of persuasion from the part of companies.
Keywords: Complexity, Online Marketing, Internet, Consumer, Product, Pricing, Communication
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