Wiedza jako atut konsumenta w globalnym społeczeństwie informacyjnym
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The change that is taking place in many markets faster and faster forces the customer to get familiar with it on an ongoing basis, learn faster and react to stimuli. The primary feature of the new era will be special meaning of knowledge and information, as basic resources on the levels of both micro- and macroeconomics. Which is emphasized by the names information society or knowledge based economy. The importance of these instrument! has been the result of the technological progress and changes in customer's preferences. The consumer in global information society is the one that is receptive to novelties, understanding interdependencies and phenomena, educated and systematic, and on top of that - the prosumer (the active participant of the processes of production of goods and services).