The Impact of Mobile Technology on the Marketing Activities of Companies
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Publication date: 2013-08-31
GNPJE 2013;265(7-8):37-61
The article analyzes the impact of new information technology on business, with a special focus on mobile technology. New information technology influences the development of the economy, turning it into what is known as “the new economy” or “the digital economy,” the author says. The article aims to identify contemporary trends influencing the development of the mobile business. The research method used is based on an analysis of secondary data, including publications on the mobile business, in addition to European Union statistics, reports by Polish and international consulting companies and mobile marketing agencies, and data published by leading telecommunications companies. The author sets out to confirm the hypothesis that the introduction of new information technology is one of the most important factors influencing the economic development of many countries, including Poland. The mobile business is entering a new era called the PC+ era and marked by the use of not only general-purpose desktop and laptop computers, but also mobile devices, Sznajder says. Contemporary technology and consumer trends influence the business activities of many companies, especially in the field of marketing. Thanks to mobile information technology, companies can make more effective marketing decisions in areas such as product development, prices, distribution systems and promotion, according to the author. Under such conditions, the interaction of companies with their customers is changing considerably. Companies from different sectors are embracing these trends to improve their competitiveness, the author says. They are developing the mobile business by using both traditional offline methods and modern online methods.
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