Komunikacja marketingowa jako element Nowej Gospodarki

Abstract

The paper treats of the marketing communication in new reality in which basic subjects of the market i.e. consumers and companies exist. In reference to the features of New Economy, special attention was paid to the role of communicative and computing technologies based on the Internet. Features of marketing communication which result from the medium itself were shown. Also, the paper gives the results of the studies concerning the advancement of the process of the Internet-development in the area of marketing communication.