Prosumer – a New Trend of Active Consumption on the Example of Banking Services
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چکیده
The main aim of the article is to identify the contemporary active consumer in the polish banking services market, i.e. the consumer who is no longer passive market player involved only in purchasing but changes into an active prosument who influences both the offered service or banking product and its accompanying marketing activities. In addition, the presented article tries to answer the question what impact both the new technology and information society development have on the extent of the new trend of prosumption.
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تاریخ انتشار 2012