CREATING MARKETING KNOWLEDGE ABOUT THE CONSUMER IN THE CONTEXT OF THE DEVELOPMENT OF INTERNET TOOLS

Abstract

The aim of the article is to present marketing knowledge about the con-sumer as an enterprise resource and the role of marketing research in ex-panding it in the context of progressive virtualization of social life and the development of Internet tools. The current article was written on the basis of an in-depth literature study and an analysis of the selected results of quantitative research conducted in 2013 on a sample of 152 enterprises.

Keywords

• knowledge
• marketing research
• the Internet
• artificial intelligence