KNOWLEDGE MARKETING COMMUNICATION – DETERMINANT OF SALES PROMOTION
The result's identifiers
Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F60460709%3A41110%2F18%3A77443" target="_blank" >RIV/60460709:41110/18:77443 - 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
KNOWLEDGE MARKETING COMMUNICATION – DETERMINANT OF SALES PROMOTION
Original language description
The paper deals with the exploration of the importance of marketing knowledge in relation to the choice of application of sales promotion tools to meet the marketing objectives of the offer. At the time of digital and holistic marketing, knowledge is an important determinant of consumer purchasing decisions. Within the digital forms of sales support tools used, knowledge is a key area for maintaining a portfolio of customers in CRM and CSR systems as well.
Czech name
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Czech description
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Classification
Type
O - Miscellaneous
CEP classification
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OECD FORD branch
50204 - Business and management
Result continuities
Project
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Continuities
S - Specificky vyzkum na vysokych skolach
Others
Publication year
2018
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů