The Evaluation of Marketing Communication

Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F04274644%3A_____%2F17%3A%230000285" target="_blank" >RIV/04274644:_____/17:#0000285 - isvavai.cz</a>
Result on the web
<a href="http://files.sets.cz/200000237-00d1401cb9/Scientia%203_2017.pdf" target="_blank" >http://files.sets.cz/200000237-00d1401cb9/Scientia%203_2017.pdf</a>
DOI - Digital Object Identifier
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Result language
angličtina
Original language name
The Evaluation of Marketing Communication
Original language description
Marketing communication is an important element of today's management. Therefore, an efficient transmission of information through adequate media is a key strategy of modern firms. The problem of marketing communication can be responsibly managed by analytical approaches allowing comprehensive evaluation from theoretical analysis to practical recommendations. The aim of this paper is to analyse marketing communication in a selected environment, present new findings and recommendations to improve this marketing communication. The assignment is dealt with methodically using audit analyses of selected instruments – marketing communication media in the cosmetic industry sector with focus on a more generalising interpretation. The main findings of the paper include particular results of the inquiries that quantitatively identify deficiencies in analytical processes. Subsequently, recommendations regulating the utilised communication are made. Therefore, it can be said that marketing communication analysis
Czech name
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Czech description
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Project
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Continuities
I - Institucionalni podpora na dlouhodoby koncepcni rozvoj vyzkumne organizace

Publication year
2017
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

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