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Author
Mazurek-Łopacińska Krystyna
Title
Rola społeczno-kulturowych uwarunkowań zachowań nabywców w komunikowaniu się przedsiębiorstwa z rynkiem
The Social Role of the Cultural Conditioning of Consumer Behaviour in a Company's Interaction with the Market
Source
Prace Naukowe Akademii Ekonomicznej we Wrocławiu. Zarządzanie i Marketing (12), 1999, nr 824, s. 20-29
Keyword
Strategia komunikowania, Strategia marketingowa, Komunikowanie marketingowe, Zachowania konsumenta, Kulturowe uwarunkowania konsumpcji
Communication strategy, Marketing strategy, Marketing communication, Consumer behaviour, Cultural framework of consumption
Note
summ.
Abstract
Celem artykułu jest przedstawienie kierunków oddziaływania społeczno-kulturowych uwarunkowań zachowań konsumentów na komunikowanie się przedsiębiorstwa z rynkiem.

Directions of influences of chosen socio-cultural conditionings on company interaction with the market were presented. The importance of consumer's participation in a given culture for shaping and carrying out an advertising concept was discussed. The influence of French and German cultural differences on the system of interacting with consumers was shown. The mechanism of the influence of reference groups on the interaction process, and in particular on the role of opinion leaders, was presented. The philosophy of interfusion was highlighted, according to which properly constructed interpersonal and group relationships can create new consumer values, thus stimulating future needs. (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
The Main Library of the Wroclaw University of Economics
Cited by
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ISSN
0324-8445
1426-8604
Language
pol
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