OPPORTUNITIES AND BARRIERS OF INTERNET MARKETING IN POLISH FOOD INDUSTRY ENTERPRISES

Abstract

The paper introduces results of empirical research, which were carried out in 2004. The research was done in nine of the biggest food enterprises, which use internet marketing to consumers (customers). Moreover, there were presented relations between a classical form of marketing and internet marketing. The part of the paper is concentrated on limitations of the classical marketing. Finally, the paper presents main opportunities and barriers of using marketing in internet actions.