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Contents
Introduction..........................................................
1.
MarketingcommunicationinthelightofInternetdevelopmenttheoretical
background......................................................
1.1.Thecommunicationprocess-theessence,elementsandtheirmeaning..
1.2.Theessenceofmarketingcommunication-adefinitionalapproach.....
1.3.Typesofmarketingcommunicationinamodelapproach..............
1.3.1.CharacteristicsofB2BandB2Cmarketsintheaspectofmarketing
communication.........................................
1.3.2.MarketingcommunicationmodelsinB2BandB2Cmarkets.....
1.4.Formsofmarketingcommunication..............................
1.4.1.Typesandessenceofformsofmarketingcommunication.......
1.4.2.FormsofmarketingcommunicationinB2BandB2Cmarkets....
1.5.Computer-mediatedcommunicationtheoryinthecontextofselected
communicationtheories........................................
2.
Newmediaastheenvironmentofmarketingcommunication................
2.1.World3.0inthecontextofInternetdevelopment....................
2.2.Thenatureandcharacteristicsofnewmedia........................
2.3.Socialmediaasatypeofnewmedia..............................
2.3.1.Theessenceandmeaningofsocialmedia....................
2.3.2.Thecharacteristicsandfunctionsofsocialmedia..............
2.3.3.Typesofsocialmediainthelightofselectedclassifications......
2.4.Thepossibilitiesofusingnewmediainmarketingcommunication-
theoreticalapproach...........................................
2.4.1.Theoreticalbasisfortheuseofnewtechnologiesfrom
theperspectiveofindividualusers-technologyacceptancemodel
2.4.2.Theuseofnewmediainmarketingstrategiesofenterprises-new
marketingconcepts......................................
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