Reverse logistics in marketing campaigns
The result's identifiers
Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F00216305%3A26510%2F16%3APU120461" target="_blank" >RIV/00216305:26510/16:PU120461 - isvavai.cz</a>
Result on the web
<a href="http://dx.doi.org/10.1007/978-3-319-33865-1_30" target="_blank" >http://dx.doi.org/10.1007/978-3-319-33865-1_30</a>
DOI - Digital Object Identifier
<a href="http://dx.doi.org/10.1007/978-3-319-33865-1_30" target="_blank" >10.1007/978-3-319-33865-1_30</a>
Alternative languages
Result language
angličtina
Original language name
Reverse logistics in marketing campaigns
Original language description
Reverse logistics has become more important than ever before because of the requirement for nature protection from all over the world. Adequate activities of reverse logistics should be the basis for SMEs to be competitive and successful. The paper provides an overview of current trends of using reverse logistics activities in marketing communication especially in large enterprises and their influence for SMEs. Theoretical background from the area of reverse logistics supports this approach with data from primary research collected by the author. Adequate marketing campaigns could create acceptable background for effective marketing. The objective of this research is to verify intensity dependence of reverse logistics activities in connection with gender of the customer and identify possible trend of marketing campaigns. The research was aimed at random chosen group of young people in the Czech Republic. The result of the research can be used for the companies that operate in the Czech or Central European market.
Czech name
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Czech description
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Classification
Type
C - Chapter in a specialist book
CEP classification
—
OECD FORD branch
50204 - Business and management
Result continuities
Project
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Continuities
S - Specificky vyzkum na vysokych skolach
Others
Publication year
2017
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů
Data specific for result type
Book/collection name
Strategic Innovative Marketing: 4th IC-SIM, Mykonos, Greece 2015
ISBN
978-3-319-33863-7
Number of pages of the result
7
Pages from-to
235-241
Number of pages of the book
764
Publisher name
Springer International Publishing
Place of publication
Mykonos, Greece
UT code for WoS chapter
000405332300030