Vol. 4 No. 3 (2018)

Introduction

Different sources of market information and product innovativeness

The purpose of this study is to identify whether the gathering of market information from different sources – i.e. from customers, competitors and other entities – is related to product innovativeness. The relationships proposed so far have not...

The impact of the ROPO effect in the clothing industry

The number of Internet users in Poland is permanently increasing, the vast majority of Y generation use the Internet at least once a week, while the youngest generation (born after 2000) consider the Internet to be a part of their normal life....

Virtual reality in marketing communication – the impact on the message, technology and offer perception – empirical study

VR technology is an emerging IT innovation that greatly affects consumer behaviour and consumer perception of products. The aim of this study is to examine how the virtual reality phenomenon can be used as a marketing communication tool and how...

Socio-ecological innovations in marketing strategy – a comparative analysis of companies operating in Western European countries and Central-Eastern European countries

The aim of the paper is to assess the attitudes of company managers in the food and drink sector in Western Europe and Central-Eastern Europe towards implementing marketing strategies that take into account not only economic, but social and...

Consumers’ attitudes towards modern solutions in the retail trade

The aim of the article is to present consumer attitudes in Poland in respect of modern solutions in the retail trade and the influence which these attitudes have on their behaviour in the market. The considerations were conducted using methods of...