EVALUATION OF FAMILY BUSINESS MARKETING ACTIVITIES

Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F04274644%3A_____%2F18%3A%230000333" target="_blank" >RIV/04274644:_____/18:#0000333 - isvavai.cz</a>
Result on the web
<a href="https://fmk.sk/download/konferencie/online-rules-II.pdf" target="_blank" >https://fmk.sk/download/konferencie/online-rules-II.pdf</a>
DOI - Digital Object Identifier
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Result language
angličtina
Original language name
EVALUATION OF FAMILY BUSINESS MARKETING ACTIVITIES
Original language description
Last year’s contribution titled Czech family business brand as a tradition bearer was focused on the importance of a brand, which, in case of family business, is presented primarily by a founder’s name and surname. It has been stated that family business brands or brands of their products often have a higher value than the rest of the whole company. The acquired knowledge has led the authors to set an additional scientific goal - to evaluate marketing activities of family businesses, to evaluate, among others, whether they are ready or whether they use digital communication channels and online media to promote their brand, the products or services offered. The contribution is based on general scientific methods, especially the method of compilation of specialized texts, primary quantitative research, deduction and generalization. The results of this study confirmed the assumption that smaller family business owners prefer intuitive marketing tools. In the field of creating and implementing a marketing strategy using modern communication tools, there are considerable reserves that, in particular, in case of family businesses with fewer employees, the marketing practice is far from the level required by introduction of new technologies.
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
2018
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Article name in the collection
Proceedings from International Scientific Conference Marketing Identity 2017
ISBN
9788081059186
ISSN
1339-5726
e-ISSN
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Number of pages
13
Pages from-to
397-409
Publisher name
Faculty of Mass Media Communication University of SS. Cyril a Methodius
Place of publication
Trnava
Event location
Smolenice
Event date
Jan 1, 2017
Type of event by nationality
EUR - Evropská akce
UT code for WoS article
000461539700040

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