THE DIVERSITY OF MARKETING ACTIVITIES ON THE WEBSITES OF POLISH DAIRY COOPERATIVES

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Dariusz Strzębicki


Keywords : Household, People's living conditions, Dwellings, Regional diversityCorporate Social Responsibility (CSR), Business ethics, Business activityCooperative creameries, Internet marketing, Promotion
Abstract
The article presents evaluation of marketing activities of Polish dairy cooperatives on their websites. The objective of the research was to determine whether the marketing activities are uniform or differentiated, and what were the differences between the researched websites. In the research the content analysis method was used. In the course of the research the elements of a website were classified into three categories representing marketing functions. Using content analysis, 20 of websites were analysed in terms of websites' elements performing marketing functions of advertising, public relations and sale. The research proves that the Polish dairy cooperatives implement on their websites differentiated marketing activities in terms of the number of the elements and their marketing functions. Some of the researched cooperatives attach greater importance than others to using their website as a marketing tool.

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How to Cite
Strzębicki, D. (2014). THE DIVERSITY OF MARKETING ACTIVITIES ON THE WEBSITES OF POLISH DAIRY COOPERATIVES. Acta Scientiarum Polonorum. Oeconomia, 13(2), 127–136. Retrieved from https://aspe.sggw.edu.pl/article/view/503
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