Retail support using modern marketing communication tools

Result code in IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F60460709%3A41110%2F22%3A91748" target="_blank" >RIV/60460709:41110/22:91748 - isvavai.cz</a>

Result on the web

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DOI - Digital Object Identifier

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Result language

čeština

Original language name

Podpora maloobchodu pomocí moderních nástrojů marketingové komunikace

Original language description

Currently, sales support within marketing communication is taking shape in more or less comprehensive forms, which are becoming an influential determinant of customer behavior and the retail environment. The changes brought about by digitization in the field of communication put the consumer in a different position as a decision-maker. It is he who receives the information and it is entirely up to him to choose and use the form of communication channel. It is proven that consumers make decisions at the last minute, especially thanks to modern sales support tools. This change in the position of the consumer leads the retail industry to search for new ways of selling concepts that will become an influential factor of competitiveness in the domestic and global markets. The article points to this new challenge for retail in the area of greater use of creative thinking, where digitization and creativity in communication play a key role.

Czech name

Podpora maloobchodu pomocí moderních nástrojů marketingové komunikace

Czech description

Currently, sales support within marketing communication is taking shape in more or less comprehensive forms, which are becoming an influential determinant of customer behavior and the retail environment. The changes brought about by digitization in the field of communication put the consumer in a different position as a decision-maker. It is he who receives the information and it is entirely up to him to choose and use the form of communication channel. It is proven that consumers make decisions at the last minute, especially thanks to modern sales support tools. This change in the position of the consumer leads the retail industry to search for new ways of selling concepts that will become an influential factor of competitiveness in the domestic and global markets. The article points to this new challenge for retail in the area of greater use of creative thinking, where digitization and creativity in communication play a key role.

Type

D - Article in proceedings

CEP classification

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OECD FORD branch

50204 - Business and management

Project

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Continuities

S - Specificky vyzkum na vysokych skolach

Publication year

2022

Confidentiality

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Article name in the collection

Trendy v pdnikání

ISBN

978-80-261-1129-0

ISSN

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e-ISSN

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Number of pages

11

Pages from-to

0-11

Publisher name

ZČU Plzeň

Place of publication

Plzeň

Event location

Plzeň

Event date

Nov 10, 2022

Type of event by nationality

WRD - Celosvětová akce

UT code for WoS article

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