The Use of Knowledge Management in Marketing Communication of Small and Medium-Sized Companies

Result code in IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F00216305%3A26510%2F15%3APU113223" target="_blank" >RIV/00216305:26510/15:PU113223 - isvavai.cz</a>

Result on the web

<a href="http://www.sciencedirect.com/science/article/pii/S1877042815012501" target="_blank" >http://www.sciencedirect.com/science/article/pii/S1877042815012501</a>

DOI - Digital Object Identifier

<a href="http://dx.doi.org/10.1016/j.sbspro.2015.01.1190" target="_blank" >10.1016/j.sbspro.2015.01.1190</a>

Result language

angličtina

Original language name

The Use of Knowledge Management in Marketing Communication of Small and Medium-Sized Companies

Original language description

The article is involved in the application of knowledge management in marketing communication of small and medium-sized companies. The focus of presented article is given on communication of shops selling outdoor apparel in the territory of the Czech Republic. In consideration of popularity of outdoor apparel among Czech customers small and medium-sized producers and retailers should use their knowledge, should co-ordinate such knowledge purposefully, thus addressing their customers more precisely. The reason of our focus on small and medium-sized companies is also the fact that large store chains, selling sport clothing, represent a strong competition, liquidating both local producers and retailers. Manufacture and distribution of outdoor apparel does not concentrate on consumer market; industrial market represents a strong share, too. Therefore, monitoring of individual markets is rather important, as well as implementation of completely new approaches into the company processes. Based on this fact the authors focus on competitiveness of small and medium-sized companies, which are recommended to communicate with maximal use of knowledge management. Results of the marketing communication research with subsequent connection of the use of knowledge management principles add a new dimension to the area of this focus. Research carried-out in the area of customers in the outdoor apparel segment and knowledge management form the base for the elaboration of this article. The outputs of said article are based on the internal research of marketing communication of suppliers of apparel and retailers active in the outdoor apparel segment in the Czech Republic.

Czech name

—

Czech description

—

Type

D - Article in proceedings

CEP classification

AE - Management, administration and clerical work

OECD FORD branch

—

Project

—

Continuities

S - Specificky vyzkum na vysokych skolach

Publication year

2014

Confidentiality

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Article name in the collection

Proceedings of the 3rd International Conference on Strategic Innovative Marketing (IC-SIM 2014)

ISBN

—

ISSN

1877-0428

e-ISSN

—

Number of pages

8

Pages from-to

185-192

Publisher name

Neuveden

Place of publication

Madrid

Event location

Madrid

Event date

Sep 1, 2014

Type of event by nationality

WRD - Celosvětová akce

UT code for WoS article

000380495700024