The Relation of Knowledge Management and Marketing Communication of Small and Medium-Sized Producers in the Segment of Outdoor Clothing in the Czech Republic

Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F00216305%3A26510%2F16%3APU120467" target="_blank" >RIV/00216305:26510/16:PU120467 - isvavai.cz</a>
Result on the web
<a href="http://link.springer.com/chapter/10.1007%2F978-3-319-33865-1_29" target="_blank" >http://link.springer.com/chapter/10.1007%2F978-3-319-33865-1_29</a>
DOI - Digital Object Identifier
<a href="http://dx.doi.org/10.1007/978-3-319-33865-1_29" target="_blank" >10.1007/978-3-319-33865-1_29</a>

Result language
angličtina
Original language name
The Relation of Knowledge Management and Marketing Communication of Small and Medium-Sized Producers in the Segment of Outdoor Clothing in the Czech Republic
Original language description
The article is involved in the relation between knowledge management and marketing communication of small and medium-sized producers of outdoor clothing in the Czech Republic. Correct management of knowledge is the key factor with regard to high concentration of the Czech outdoor producers. The objective is an optimal communication with customers within the framework of the use of outdoor brand. Small and medium-sized producers, within the competitive struggle, are forced to find savings and to transfer their manufacturing plants outside the territory of the Czech Republic. Awareness of these Czech outdoor brands is frequently rather poor in the Czech market. Consequently, the application of knowledge management, respectively change in style of management towards the complex use of knowledge can be strength for such producers. The article works with the outputs from own research in the field of knowledge management and area of marketing communication of outdoor clothing producers. The subject has focused on organized use of knowledge in marketing activities of producers, where the authors highlight key factors of knowledge management.
Czech name
—
Czech description
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Publication year
2016
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Article name in the collection
Strategic Innovative Marketing: 4th IC-SIM, Mykonos, Greece 2015
ISBN
978-3-319-33863-7
ISSN
2198-7246
e-ISSN
—
Number of pages
7
Pages from-to
227-233
Publisher name
Springer International Publishing
Place of publication
Neuveden
Event location
mykonos
Event date
Sep 24, 2015
Type of event by nationality
WRD - Celosvětová akce
UT code for WoS article
000405332300029

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