Detail publikačního výsledku

New Tools for Effective Marketing Communications

MILICHOVSKÝ, F.

Originální název

New Tools for Effective Marketing Communications

Anglický název

New Tools for Effective Marketing Communications

Druh

Článek recenzovaný mimo WoS a Scopus

Originální abstrakt

Successful companies are aware of the needs for long-term strategic development, which is based on relationship marketing with customers. That is necessary to touch the customers emotion and their irrationality of purchase decision. For this touch use companies marketing communication tools to increase own sales. Adequate communication can create optimal background for effective marketing. The article is focused on dependency between genders and used marketing communication tools. The objective of this research is to verify intensity dependence of marketing communication in connection with respondents and to identify impacts the marketing communication and to describe communication trend. The research was aimed at random chosen group of young people in the Czech Republic.

Anglický abstrakt

Successful companies are aware of the needs for long-term strategic development, which is based on relationship marketing with customers. That is necessary to touch the customers emotion and their irrationality of purchase decision. For this touch use companies marketing communication tools to increase own sales. Adequate communication can create optimal background for effective marketing. The article is focused on dependency between genders and used marketing communication tools. The objective of this research is to verify intensity dependence of marketing communication in connection with respondents and to identify impacts the marketing communication and to describe communication trend. The research was aimed at random chosen group of young people in the Czech Republic.

Klíčová slova

Marketing communication, new trends, effectiveness, performance, gender

Klíčová slova v angličtině

Marketing communication, new trends, effectiveness, performance, gender

Autoři

MILICHOVSKÝ, F.

Rok RIV

2014

Vydáno

21.11.2013

Nakladatel

JČU

Místo

České Budějovice

ISSN

1212-3285

Periodikum

Acta Universitatis Bohemiae Meridionales. Jihočeská univerzita v Českých Budějovicích AE AH

Svazek

16

Číslo

1

Stát

Česká republika

Strany od

35

Strany do

43

Strany počet

9

BibTex

@article{BUT103070,
  author="František {Milichovský}",
  title="New Tools for Effective Marketing Communications",
  journal="Acta Universitatis Bohemiae Meridionales. Jihočeská univerzita v Českých Budějovicích AE AH",
  year="2013",
  volume="16",
  number="1",
  pages="35--43",
  issn="1212-3285"
}