Risk Audit of Marketing Communication

Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F04274644%3A_____%2F18%3A%230000344" target="_blank" >RIV/04274644:_____/18:#0000344 - isvavai.cz</a>
Result on the web
<a href="https://www.ersj.eu/dmdocuments/2018_XXI_1_11.pdf" target="_blank" >https://www.ersj.eu/dmdocuments/2018_XXI_1_11.pdf</a>
DOI - Digital Object Identifier
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Result language
angličtina
Original language name
Risk Audit of Marketing Communication
Original language description
With the continued growth in the business environment and Industry 4.0 companies are taking new business opportunities while facing new business risks at the same time. Risk management tools include a modern audit, which evaluates risk through analytical approaches. The objective of this article is therefore to verify the analytical possibilities of the audit to detect and eliminate the selected risks. The methodological processing of this goal is addressed by analysing the risks of marketing communication and audit testing on the Generation Z sample for which the on-line environment is part of everyday life. Audit results reveal specific risks in marketing communications and suggest recommendations for their adequate reduction. These recommendations can then be used to innovate marketing strategies.
Czech name
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Czech description
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Type
J<sub>SC</sub> - Article in a specialist periodical, which is included in the SCOPUS database
CEP classification
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OECD FORD branch
50200 - Economics and Business

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

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