Modern marketing trends
The result's identifiers
Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F60460709%3A41110%2F23%3A91675" target="_blank" >RIV/60460709:41110/23:91675 - isvavai.cz</a>
Result on the web
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DOI - Digital Object Identifier
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Alternative languages
Result language
čeština
Original language name
Moderní marketingové trendy
Original language description
The need to ensure sustainable consumption is one of the main challenges of contemporary society. This need cannot be fulfilled without the willingness of consumers to invest in ethical products. Support for the purchase of ecological products and the role of communication for sustainable consumption are two important prerequisites for the further development of this area. Marketing communication can be a very effective tool, which is able to significantly support both the general awareness of consumers about the principles of ethical shopping, but at the same time to make them realize ethical purchases for the purposes of their own consumption. In the case of marketing activities, it is not possible to approach all customers in the same way in order to achieve an optimal effect.
Czech name
Moderní marketingové trendy
Czech description
The need to ensure sustainable consumption is one of the main challenges of contemporary society. This need cannot be fulfilled without the willingness of consumers to invest in ethical products. Support for the purchase of ecological products and the role of communication for sustainable consumption are two important prerequisites for the further development of this area. Marketing communication can be a very effective tool, which is able to significantly support both the general awareness of consumers about the principles of ethical shopping, but at the same time to make them realize ethical purchases for the purposes of their own consumption. In the case of marketing activities, it is not possible to approach all customers in the same way in order to achieve an optimal effect.
Classification
Type
C - Chapter in a specialist book
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
2023
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů
Data specific for result type
Book/collection name
Moderní marketingové trendy
ISBN
978-80-7408-253-5
Number of pages of the result
13
Pages from-to
176-188
Number of pages of the book
253
Publisher name
VŠFS
Place of publication
Praha
UT code for WoS chapter
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