Relationship of reverse logistics and marketing communication in Czech Republic

Result code in IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F00216305%3A26510%2F16%3APU120479" target="_blank" >RIV/00216305:26510/16:PU120479 - isvavai.cz</a>

Result on the web

<a href="https://trends.fbm.vutbr.cz/index.php/trends/article/view/2016.10.361/310" target="_blank" >https://trends.fbm.vutbr.cz/index.php/trends/article/view/2016.10.361/310</a>

DOI - Digital Object Identifier

<a href="http://dx.doi.org/10.13164/2016.10.361" target="_blank" >10.13164/2016.10.361</a>

Result language

angličtina

Original language name

Relationship of reverse logistics and marketing communication in Czech Republic

Original language description

Purpose of the article: The paper deals with question if the final customers are interested in reverse logistics in marketing campaigns, acceptable in the market of Czech Republic. Methodology/methods: Paper is based on primary research, on which participated final consumers in Czech Republic through the questionnaire survey. Results of the paper are based on testing of dependence between individual variables by Pearson chi-square test. Scientific aim: The aim of the article is to show relationship of marketing communication and reverse logistics, and their correlation. Findings: Main result of research provide relationship between marketing communication tools and reverse activity. The research was aimed at random chosen group of 585 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. Conclusions: The primary research provides possible approaches for companies in communication green services to final consumers. Limitation for this research because of the chosen sample. Own data for primary research was gained only in Czech Republic.

Czech name

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Czech description

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Type

J_x - Unclassified - Peer-reviewed scientific article (Jimp, Jsc and Jost)

CEP classification

AE - Management, administration and clerical work

OECD FORD branch

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Project

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Continuities

S - Specificky vyzkum na vysokych skolach

Publication year

2016

Confidentiality

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

Name of the periodical

TRENDY EKONOMIKY A MANAGEMENTU

ISSN

1802-8527

e-ISSN

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Volume of the periodical

26

Issue of the periodical within the volume

2

Country of publishing house

CZ - CZECH REPUBLIC

Number of pages

9

Pages from-to

48-56

UT code for WoS article

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EID of the result in the Scopus database

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