ABSTRACT
The traditional approach to marketing activities is no longer enough. Changing the conditions of competition, including the development of communication technologies, resulted in a change in customer expectations. The client is interested not only in the higher value of the activities carried out, but also in co-establishing these values. The chapter presents a new approach to shaping the elements of marketing, including a new look at product quality, co-creating value with the customer by engaging him in product creation, changes in the area of promotion and distribution, and a new approach to price setting. The chapter also describes the brand as a value carrier for stakeholders, with particular emphasis on employer branding.
