Organizational transactional analysis and effective internal marketing communication in a company
The result's identifiers
Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F04130081%3A_____%2F19%3AN0000007" target="_blank" >RIV/04130081:_____/19:N0000007 - isvavai.cz</a>
Result on the web
<a href="https://www.vspp.cz/wp-content/uploads/2017/03/V%C5%A0PP_Enterpreneurship_studies_2019_ro%C4%8D.8_No_01-02-final-v10.pdf" target="_blank" >https://www.vspp.cz/wp-content/uploads/2017/03/V%C5%A0PP_Enterpreneurship_studies_2019_ro%C4%8D.8_No_01-02-final-v10.pdf</a>
DOI - Digital Object Identifier
—
Alternative languages
Result language
angličtina
Original language name
Organizational transactional analysis and effective internal marketing communication in a company
Original language description
The paper deals with the application of organizational transactional analysis in internal marketing communication in the organizational structure of a company. The multidisciplinarity of the marketing communication (internal, external) requires exploiting many social science areas, whereas the integration of the newly profiled trends, among which the theory of transactional analysis belongs, appears to be very stimulating. Since this is a new trend in the marketing communication, it is necessary to look more closely at the concepts of the nature of transactional analysis and also at its implementation in the marketing environment. At the level of theoretical knowledge, the paper presents the findings about the historical genesis of transactional analysis with a focus on structural analysis. This is subsequently applied to the company internal marketing communication. Thus, in the interpretative framework of the transactional analysis. the (in) efficiency of the communication incentives applied in the internal environment of the company organizational structure is presented.
Czech name
—
Czech description
—
Classification
Type
O - Miscellaneous
CEP classification
—
OECD FORD branch
50204 - Business and management
Result continuities
Project
—
Continuities
N - Vyzkumna aktivita podporovana z neverejnych zdroju
Others
Publication year
2019
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů