TY - JOUR
TI - Consumer attitudes as a basis for developing new directions in marketing communications in Poland
AU - Dołhasz, Magdalena
TI - Consumer attitudes as a basis for developing new directions in marketing communications in Poland
AB - 
	To meet the increasing activity of consumers, companies in their market activities seek new solutions in the use of (traditional and non-standard) marketing communication instruments.
	The study identifies and describes the selected directions of modern marketing communications of companies in Poland through the prism of the attitudes of the Polish consumer – the recipient of these activities. The emergence of new types of consumers contributes to the development of new trends in marketing communications, such as, buzzmarketing, viral marketing, guerrilla marketing, customer publishing, ambush marketing and ambient media.
VL - Volume 1
IS - Issue 3 (2015)
PY - 2015
C1 - 2450-114X
SP - 141
EP - 154
DO - 10.4467/2450114XJJM.15.011.4468
UR - https://ejournals.eu/en/journal/jagiellonian-journal-of-management/article/consumer-attitudes-as-a-basis-for-developing-new-directions-in-marketing-communications-in-poland
KW - marketing communications
KW - new communication tools
KW - prosumer