INTERNATIONAL MARKETING COMMUNICATION
The result's identifiers
Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F47813059%3A19520%2F11%3A%230001585" target="_blank" >RIV/47813059:19520/11:#0001585 - isvavai.cz</a>
Result on the web
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DOI - Digital Object Identifier
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Alternative languages
Result language
angličtina
Original language name
INTERNATIONAL MARKETING COMMUNICATION
Original language description
This article deals with a look at the differences in international marketing communication. It describes marketing communication from different perspectives, the very concept of communication and the communication process. The narrower view of communication presents the basic tools of marketing communication mix. Further it lists the differences that affect the individual instruments in an international environment. In the practical part of the article, it deals with differences in the process of creating marketing campaigns, especially advertising, sales promotion and personal selling. All is summarized by the description of the characteristics of communication in Germany.
Czech name
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Czech description
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Classification
Type
D - Article in proceedings
CEP classification
AH - Economics
OECD FORD branch
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Result continuities
Project
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Continuities
I - Institucionalni podpora na dlouhodoby koncepcni rozvoj vyzkumne organizace
Others
Publication year
2011
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů
Data specific for result type
Article name in the collection
IV. MEZINÁRODNÍ VĚDECKÁ KONFERENCE DOKTORANDŮ A MLADÝCH VĚDECKÝCH PRACOVNÍKŮ
ISBN
978-80-7248-711-0
ISSN
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e-ISSN
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Number of pages
9
Pages from-to
370-378
Publisher name
Slezská univerzita v Opavě, Obchodně podnikatelská fakulta v Karviné
Place of publication
Karviná
Event location
Karviná
Event date
Nov 4, 2011
Type of event by nationality
EUR - Evropská akce
UT code for WoS article
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