Communication methods used in marketing activities directed for organizational learning and innovation

Wykorzystanie metod komunikacji w działaniach marketingowych ukierunkowanych na organizacyjne uczenie się i innowacje

Abstract

“Communication methods…" contains short description of marketing actions and the research of these operations, which are directed for: - acquiring knowledge through customer remarks analysis, - getting information about competition,
- seeking breakthroughs in products, technology and methods. The research concentrates on communication methods used in these operations. I researched the use of over thirty communication methods in South Poland organizations such as information gathering interviews, counselling interviews, meetings, Lessons Learned, moderation, Internet, Intranet, surveys etc. The article describes these methods and also reveals communication method functions in the above mentioned marketing operations. This is especially innovation supporting.