Innowacje marketingowe w działalności przedsiębiorstw handlowych, Marketing innovations in the operation of commercial enterprises
Journal Title: Annales Universitatis Mariae Curie-Skłodowska Sectio H Oeconomia - Year 2015, Vol 0, Issue 0
Abstract
Artykuł nie posiada streszczenia w języku polskim. Marketing innovations in commercial enterprises involve the development of new methods aimed at influencing the target market. Such methods include primarily the implementation of innovative store formats and the introduction of changes to the range of products and services offered, the pricing policy, as well as the location and promotional strategies. This paper aims to explain the nature and features of innovation in retailing and identify the main factors determining its development in the context of creating customer value. The fundamental difficulty faced by commercial enterprises wishing to introduce innovative solutions is the lack of legal protection of new ideas and the ease with which the competitors may follow suit.
Authors and Affiliations
Maria Sławińska
Keywords
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- EP ID EP219064
- DOI 10.17951/h.2015.49.1.157
- Views 77
- Downloads 0
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