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 |
| _version_ | 1811181752952029184 |
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| author | Grażyna Śmigielska Sylwia Wiśniewska |
| author_facet | Grażyna Śmigielska Sylwia Wiśniewska |
| author_sort | Grażyna Śmigielska |
| collection | DOAJ |
| description | 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. |
| first_indexed | 2024-04-11T09:22:53Z |
| format | Article |
| id | doaj.art-ab7956a209354d49a6d8eabba8c0987b |
| institution | Directory Open Access Journal |
| issn | 1644-9584 2300-8792 |
| language | English |
| last_indexed | 2024-04-11T09:22:53Z |
| publishDate | 2016-03-01 |
| publisher | Wydawnictwo Naukowe Wydziału Zarządzania Uniwersytetu Warszawskiego |
| record_format | Article |
| series | Problemy Zarządzania |
| spelling | doaj.art-ab7956a209354d49a6d8eabba8c0987b2022-12-22T04:32:07ZengWydawnictwo Naukowe Wydziału Zarządzania Uniwersytetu WarszawskiegoProblemy Zarządzania1644-95842300-87922016-03-01141(57) t.15770DOI:10.7172/1644-9584.57.3Innowacje marketingowe w handlu detalicznymGrażyna Śmigielska0Sylwia Wiśniewska1Uniwersytet Ekonomiczny w Krakowie, Katedra Handlu i Instytucji RynkowychUniwersytet Ekonomiczny w Krakowie, Katedra Zarządzania Zasobami PracyThe 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.https://pz.wz.uw.edu.pl/resources/html/article/details?id=169764retail tradeinnovationmarketing |
| spellingShingle | Grażyna Śmigielska Sylwia Wiśniewska Innowacje marketingowe w handlu detalicznym Problemy Zarządzania retail trade innovation marketing |
| title | Innowacje marketingowe w handlu detalicznym |
| title_full | Innowacje marketingowe w handlu detalicznym |
| title_fullStr | Innowacje marketingowe w handlu detalicznym |
| title_full_unstemmed | Innowacje marketingowe w handlu detalicznym |
| title_short | Innowacje marketingowe w handlu detalicznym |
| title_sort | innowacje marketingowe w handlu detalicznym |
| topic | retail trade innovation marketing |
| url | https://pz.wz.uw.edu.pl/resources/html/article/details?id=169764 |
| work_keys_str_mv | AT grazynasmigielska innowacjemarketingowewhandludetalicznym AT sylwiawisniewska innowacjemarketingowewhandludetalicznym |