Innowacje marketingowe w działalności przedsiębiorstw handlowych

Maria Sławińska

Abstract

Marketing innovations in commercial enterprises involve the development of new methods aimed at influencing the target market. Such methods include primarily the implementation of innovative store formats and the introduction of changes to the range of products and services offered, the pricing policy, as well as the location and promotional strategies. This paper aims to explain the nature and features of innovation in retailing and identify the main factors determining its development in the context of creating customer value. The fundamental difficulty faced by commercial enterprises wishing to introduce innovative solutions is the lack of legal protection of new ideas and the ease with which the competitors may follow suit
Author Maria Sławińska (WZ / KHiM)
Maria Sławińska,,
- Department of Trade and Marketing
Other language title versionsMarketing Innovations in the Operation of Commercial Enterprises
Journal seriesAnnales Universitatis Mariae Curie-Skłodowska, Sectio H Oeconomia, ISSN 0459-9586, e-ISSN 2449-8513, (B 11 pkt)
Issue year2015
Vol49
No1
Pages157-167
Publication size in sheets0.5
Keywords in Polishinnowacje marketingowe, handel detaliczny, instrumenty marketingu mix, wartość dla klienta
Keywords in EnglishMarketing innovations, Innovations, Marketing, Marketing-mix, Retail trade, Value to customer
URL https://journals.umcs.pl/h/article/view/1698/1306
Languagepl polski
Score (nominal)11
ScoreMinisterial score = 11.0, 31-03-2019, ArticleFromJournal
Ministerial score (2013-2016) = 11.0, 31-03-2019, ArticleFromJournal
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