The use of selected marketing communication unconventional tools in the Czech Republic

Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F04130081%3A_____%2F17%3AN0000001" target="_blank" >RIV/04130081:_____/17:N0000001 - isvavai.cz</a>
Result on the web
<a href="https://sekarl.euba.sk/arl-eu/en/csg/?repo=eurepo&key=90320472742" target="_blank" >https://sekarl.euba.sk/arl-eu/en/csg/?repo=eurepo&key=90320472742</a>
DOI - Digital Object Identifier
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Result language
angličtina
Original language name
The use of selected marketing communication unconventional tools in the Czech Republic
Original language description
The paper deals with the use of selected modern tools of marketing communication in the Czech Republic. There are critically analyzed the current theoretical approaches in the area of marketing communication and digital marketing in terms of business environment of the Czech Republic. The text is based on the broader marketing communication research in small and medium-sized enterprises in the Czech Republic in the framework of the Grant agency of the Academy Alliance. The subject of research was the use of the following tools of marketing communication: guerilla marketing, buzz marketing, viral marketing, mobile marketing, product placement, social media and WOM marketing, depending on the selected enterprise-based parameters.
Czech name
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Czech description
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Publication year
2017
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Article name in the collection
Marketing Identity: Online Rules - Part I.
ISBN
978-80-8105-917-9
ISSN
1339-5726
e-ISSN
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Number of pages
15
Pages from-to
223-237
Publisher name
Faculty of Mass Media Communication, University of SS. Cyril and Methodius in Trnava
Place of publication
Trnava
Event location
Trnava
Event date
Nov 7, 2017
Type of event by nationality
WRD - Celosvětová akce
UT code for WoS article
000461539600022

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