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Author
Kreft Jan (Uniwersytet Gdański)
Title
Ewolucja strategii firm medialnych w dobie konwergencji
Evolution of Media Companies Strategy in the Era of Convergence
Source
Zeszyty Naukowe Uniwersytetu Szczecińskiego. Ekonomiczne Problemy Usług, 2010, nr 55, s. 423-431, rys.
Issue title
Marketing przyszłości. Trendy. Strategie. Instrumenty. Zachowania podmiotów na konkurencyjnym rynku. Konkurencyjność podmiotów na ewoluujących rynkach
Keyword
Strategia rozwoju przedsiębiorstwa, Media, Planowanie strategii marketingowej, Konwergencja
Company development strategy, Media, Marketing strategy planning, Convergence
Note
streszcz., summ.
Abstract
Krajowy i zagraniczny rynek mediów przeżywa wraz z cyfryzacją bezprecedensowe zmiany określane mianem konwergencji. Dla firm medialnych oznaczają one konieczność nowego podejścia do strategii marketingowych uwzględniających aktywność dotychczas pasywnych odbiorców. Stają się oni bowiem nie tylko twórcami mediów, ale migrują pomiędzy medialnymi platformami na niespotykaną dotychczas skalę. Podążając za odbiorcami i starając się zachować dotychczasowe wpływy z kampanii marketingowych, działające juŜ na rynku media obierają strategię konwergencji, a jednocześnie bronią swoich pozycji. Naturalnym stanem tak nowo kreowanego medialnego środowiska marketingowego jest nieustanna zmiana i wyjątkowy z historycznej perspektywy brak poczucia stabilizacji.(abstrakt oryginalny)

Due to the digitization, domestic and foreign media market is experiencing unprecedented changes known as convergence. For media companies, they represent the need for new approach to marketing that provide for activity of hitherto passive audience. Not only they become the creators of media, but also migrate between media platforms at an unprecedented rate. Media adopt the strategy of convergence in order to follow the customers, retain existing revenue from marketing campaigns and defend their market positions. The natural state of the newly created media marketing environment is constant change and - unique from a historical perspective - lack of a sense of stability.(original abstract)
Accessibility
The Main Library of the Cracow University of Economics
The Library of University of Economics in Katowice
The Main Library of Poznań University of Economics and Business
Szczecin University Main Library
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Bibliography
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ISSN
1640-6818
1896-382X
Language
pol
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