Marketing w przedsiębiorstwie XXI wieku, czyli marketing wirtualny

• Autorzy: Baruk A.

Warianty tytułu

EN

Marketing in XXI century enterprise, or virtual marketing

• Języki publikacji: PL

Abstrakty

EN

Definition of virtual organization is given in the paper. The origin of this idea is presented and main features of enterprise of this kind are mentioned too. One of the most important attributes of virtual organization is applying the rules of virtual marketing, which also are discussed with details. In the next part of the paper virtual marketing instruments are characterized in opposition to traditional marketing-mix. The idea of virtual organization is the answer to more and more turbulent environment and growing complication of inside Structures and processes creating organizational individuality of enterprise. In the same time was formulated conception of virtual marketing which rules are based on two very important theory: process management and manager knowledge management. The main instruments of virtual marketing are: - virtual products (or non- materials products), - virtual megastrategies, - processes created the virtual value chain, - manager knowledge. Consuments are treated as the most important resources which determines the long period development of the virtual organization. Competitive advantage can be obtained by firm in result applying rules of virtual marketing. It must be said that Polish enterprises are not ready to run their activity in this way, because many of them are oriented on sale or on production and do not realize even the traditional marketing orientation.

Słowa kluczowe

PL

marketing wirtualny; przedsiębiorstwo wirtualne

EN

virtual marketing; virtual enterprise

• Wydawca: Agenda Wydawnicza SIMP, Opole
• Czasopismo: Zarządzanie Produkcją
• Rocznik: 1999
• Tom: Vol. 2, nr 1-2
• Strony: 4--8
• Opis fizyczny: Bibliogr. 8 poz.

Twórcy

autor

Baruk A.

• Instytut Ekonomiki i Organizacji Agrobiznesu, Akademia Rolnicza w Lublinie, 20-950 Lublin, ul. Akademicka 13