Using Mass Communication and Mass Media to Increase the Effectiveness of Integrated Marketing Communications of Chemical Industry Enterprises

Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F00216275%3A25310%2F15%3A39900284" target="_blank" >RIV/00216275:25310/15:39900284 - isvavai.cz</a>
Result on the web
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DOI - Digital Object Identifier
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Result language
angličtina
Original language name
Using Mass Communication and Mass Media to Increase the Effectiveness of Integrated Marketing Communications of Chemical Industry Enterprises
Original language description
Creating marketing communication in an enterprise to integrate all communication tools and effectively unite the efforts of the enterprise in communication with all stakeholders is an essential prerequisite for success on the current markets. In this issue, we often encounter the opinion that the use of mass communication and mass media in the marketing communication mix of businesses, particularly those operating on B2B markets, is on the decline due to the growing differentiation and the pursuit of one-to-one marketing. However, the research shows that their effectiveness, especially in some elements of the marketing communication mix, is not decreasing, but increasing. The great importance of mass communication and mass media for marketing communication of industrial enterprises has also been confirmed by our primary research. This article defines, analyses, and assesses the possibilities of mass communication and mass media in the individual elements of the marketing communication
Czech name
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Czech description
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Publication year
2015
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

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