The impact of Internet on marketing activity in R&D departments in Poland

Abstract

The Internet plays an important role in this respect, which, combined with the marketing of the 21st century, offers many opportunities. It allows for effective communication between the entrepreneur and the client. This interactive medium allows enterprises not only to receive feedback on the products they offer, but also to personalize them. Also, increasingly common access to the Internet means that information appearing on internet portals spreads very quickly. Thus, marketing is more and more willing to use such an important support as the Internet, in which entrepreneurs are so eager to promote their services and goods. Taking into account the above, the authors formulated the aim of the article, which is to determine the impact of the Internet on the marketing activities of enterprises in various areas. The research was conducted on a group of 57 R&D departments of Polish enterprises that cooperate with users of their products and services in the field of innovation activity. The main results show that enterprises participating in the study usually use the Internet as part of their day-to-day operations, including in their marketing activities. This means that the Internet is now such a popular tool that its use does not depend on the advancement of the surveyed companies in terms of marketing and undertaking activities in various, often specialized areas. As for the limitations of the study, due to the fact that the verification of the results of the research presented in the article concerns the period before the COVID-19, there is a reason for further observations in this regard, both in Poland and internationally. Therefore, it would be advisable to evaluate and compare the research results from two periods. It is certainly an interesting research problem that requires further research and analysis.