Pojęcie "marketing wirtualny" oznacza wykorzystanie Internetu do realizacji działań marketingowych. Działanie to polega na komunikowaniu się z różnymi podmiotami w sieci oraz na pozyskiwaniu za pośrednictwem Internetu informacji przydatnych w decyzjach marketingowych. Marketing wirtualny może w szczególności dotyczyć promowania przedsiębiorstw i produktów z wykorzystaniem sieci. Różnorodne, oraz bardziej nowatorskie narzędzia promocji internetowej zwiększają jej skuteczność i efektywność. Są tym chętniej stosowane, że koszty tych rozwiązań są porównywalne niższe od tradycyjnych rozwiązań są porównywalne niższe od tradycyjnych rozwiązań, a pomiar skuteczność działań promocyjnych łatwiejszych do realizacji.
EN
The concept of "virtual marketing" means using the Inernet for realization of marketing activities. These activities include both the communication with different subjects on the net as well as acquiring the information through the Internet which are helpful in making marketing decisions. Virtual marketing may in particular apply to the promotion of businesses and products on the net. Diversified, more and more modern tools of Internet promotion increase its effectiveness and efficacy. They are so willingly used, that the costs of applying these solutions are comparatively lower that the traditional ones and consequently the assessment of the effectiveness of the promotional activities is easier to carry out.
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.
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