Marketing activities of Polish internet retailers
نویسندگان
چکیده
While we witness rapid global development of electronic commerce, regional trends may vary considerably and thus it is important to analyze evolution of local e-trade. Here, we use survey data to analyze marketing activities of Polish entrepreneurs in retail e-commerce (B2C). We cover topics such as price comparison, customer loyalty analysis, forms of communication, personalization attempts, information management and profitability. Furthermore, a comparison between the situation in Polish e-commerce in 2001 and in 2004 is used to illustrate its evolution.
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