Marketing sąsiedztwa - stosowanie metod komunikacji mobilnej w działaniach marketingowych
Proximity marketing - treatment of mobile communication method into marketing activities
The aim of this paper is to describe mobile communication technology and present its effectiveness for marketing activities. In particular the article is focused on the areas of promotion, distribution and market research. Authors aim to show how proximity marketing can be implemented, looking closely at its definition, its technological issues, and its limitations. Therefore the article is meant to emphasize the importance of how the development of IT affects the dynamic process of marketing and its evolution. Authors are aware of how vital operational cost effectiveness and ease of content selection is for providers, plus how the importance of how it must look good, be easy to use and offer value for the end user.