@article{ratalewska2021forms,
  title = {Forms Of Marketing Communication of Small Businesses in Poland  – Significance of the Company Website and on-Line Advertising},
  author = {Magdalena RATALEWSKA},
  year = 2021,
  url = {https://ibimapublishing.com/p-articles/37eMKT/2021/37180121/},
  journal = {Communications of International Proceedings},
  volume = 2021 (26),
  abstract = {The paper is an attempt to describe marketing communication conducted by small businesses on the Internet through websites and on-line advertising. It shows how small and medium-sized enterprises seek to build their image on the Web using complex multimodal messages (verbal, non-verbal, visual and acoustic elements), based on both passive forms (advertising, positioning, sponsorship) and active ones (e-mailing, viral marketing, communication through blogs, mailing lists, forums, and social networks). },
  keywords = {On-Line Advertising, E-Marketing, Marketing Communication, SMES, Small Businesses},
  note = Article ID: 37180121
}