Information and Communication Technologies as a Source of Marketing Innovations in Retail - Trends

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Digital Innovation in Industries Marketing and Advertising Strategies Consumer Retail Behavior Studies

Abstract

Economic growth in modern retail trade is determined by the development of resources, especially knowledge and innovation. The aim of this paper is to demonstrate that retailers use innovative solutions, which are based on new information and communication technologies. Their manifestation is the development of marketing innovations. The investigation is aimed at answering the following questions: What are the possibilities for creating marketing innovations in trade based resources and potential of ICT? What trends can be observed in the creation of marketing innovations to trade based on knowledge acquired through ICT tools?

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2009Users of the world, unite! The challenges and opportunities of Social Media 2010Online social networks: Why do students use facebook?2010Building customer–brand relationships in the mobile communications market: The role of brand tribalism and brand reputation

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2020Does innovation contribute to generate brand equity and customer satisfaction?: Evidence in the large grocery distribution

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