Innowacje marketingowe w handlu detalicznym
The aim of the paper is to present the crucial role of marketing innovation in changes which have taken place in the retail sector and, in consequence, in developing the contemporary rules of functioning of retail companies. In the paper, a wide formula of marketing innovation has been applied whi...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Wydawnictwo Naukowe Wydziału Zarządzania Uniwersytetu Warszawskiego
2016-03-01
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| Series: | Problemy Zarządzania |
| Subjects: | |
| Online Access: | https://pz.wz.uw.edu.pl/resources/html/article/details?id=169764 |
| Summary: | The aim of the paper is to present the crucial role of marketing innovation in changes which have taken
place in the retail sector and, in consequence, in developing the contemporary rules of functioning of
retail companies. In the paper, a wide formula of marketing innovation has been applied which resulted
in including the innovation in retail formats in the group of marketing innovations. These new forms
of retailing, which have been developed since the mid 19th century in the world, and since the 1990s
have also dynamically changed the retail structure and consumers behavior in Poland, are recognized as
radical innovations. The same very important role in retailing is attributed to self-service, merchandising,
loss leaders, retail stamps and location in the shopping centers. Nowadays many marketing innovations
are stimulated by new technologies; most of them are incremental innovations. |
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| ISSN: | 1644-9584 2300-8792 |