Marketing Strategies in the Information Society

Abstract

The aim of the article is to point out the importance of the use of the development of new marketing communication tools for the management of the organization in the digital age. The article presents the importance of marketing communication strategy in the digital age. Shown the impact of information and communication technologies in the management of the organization in the field of marketing in the digital age. The marketing strategy is chosen by managers set of actions by which an organization to achieve its strategic objectives. Goals may relate to conquer new markets, introducing to them the relevant products, increase the share of the company on selected markets, increase the level of profits or creating a positive image of the company. The focal point is the customer marketing strategy, so that all the goals are related to the behavior of purchasers of goods and services of-fered by the organization on the market. The purpose of this article is also aware governing how important it is to design a marketing strategy in the information society. Nowadays it is easy to get information about the product even electronically. In the new digital era, the traditional understanding of the markets give space networks, has the resources it is replaced by access to them. In the traditional market economy meant buyers and sellers, and are now the suppliers and users. In a new type of economy value chain transforms into the network, and used technology allows introduce innovative structural solutions. Increasing the value of products and services is an activity that uses unlimited generating value through interac-tion partners cooperating in an open network.