Detail publikačního výsledku

Advergaming: Application of Knowledge in the Competitive Advantage Improvement

MRÁČEK, P.; MUCHA, M.

Originální název

Advergaming: Application of Knowledge in the Competitive Advantage Improvement

Anglický název

Advergaming: Application of Knowledge in the Competitive Advantage Improvement

Druh

Článek recenzovaný mimo WoS a Scopus

Originální abstrakt

The paper is involved in the utilization of the knowledge in the process of the competitive advantage improvement by means of the perspective marketing tool - advergaming. The objective of the article is the informing on the possibilities of the use of the knowledge in the field of the advergaming as the possible tool in the marketing communication, leading to the improvement of the competitive advantage of the companies.

Anglický abstrakt

The paper is involved in the utilization of the knowledge in the process of the competitive advantage improvement by means of the perspective marketing tool - advergaming. The objective of the article is the informing on the possibilities of the use of the knowledge in the field of the advergaming as the possible tool in the marketing communication, leading to the improvement of the competitive advantage of the companies.

Klíčová slova

Advergaming, Competitiveness, Competitive Advantage, In-Game-Advertising, Knowledge.

Klíčová slova v angličtině

Advergaming, Competitiveness, Competitive Advantage, In-Game-Advertising, Knowledge.

Autoři

MRÁČEK, P.; MUCHA, M.

Rok RIV

2012

Vydáno

30.06.2011

Nakladatel

CERM

Místo

Brno

ISSN

1802-8527

Periodikum

Trendy ekonomiky a managementu

Svazek

V

Číslo

08

Stát

Česká republika

Strany od

139

Strany do

147

Strany počet

183

BibTex

@article{BUT72393,
  author="Pavel {Mráček} and Martin {Mucha}",
  title="Advergaming: Application of Knowledge in the Competitive Advantage Improvement",
  journal="Trendy ekonomiky a managementu",
  year="2011",
  volume="V",
  number="08",
  pages="139--147",
  issn="1802-8527"
}