Implementation of current marketing communication tools into practice in the Czech and Slovak Republic

Result code in IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F70883521%3A28130%2F22%3A63549798" target="_blank" >RIV/70883521:28130/22:63549798 - isvavai.cz</a>

Result on the web

<a href="https://link.springer.com/chapter/10.1007/978-3-030-16099-9_14" target="_blank" >https://link.springer.com/chapter/10.1007/978-3-030-16099-9_14</a>

DOI - Digital Object Identifier

<a href="http://dx.doi.org/10.1007/978-3-030-16099-9_14" target="_blank" >10.1007/978-3-030-16099-9_14</a>

Result language

angličtina

Original language name

Implementation of current marketing communication tools into practice in the Czech and Slovak Republic

Original language description

The aim of the article is to map out how much are used current marketing communication tools (guerrilla marketing, digital marketing, mobile marketing, viral marketing, word of mouth marketing, buzz marketing, product placement) in the Czech and Slovak market. Article is based on quantitative research realized in the form of online survey, which respondents were professionals in the marketing communication field (employees of full-service and specialized advertising agencies, people from marketing departments).

Czech name

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Czech description

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Type

D - Article in proceedings

CEP classification

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OECD FORD branch

50802 - Media and socio-cultural communication

Project

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Continuities

I - Institucionalni podpora na dlouhodoby koncepcni rozvoj vyzkumne organizace

Publication year

2022

Confidentiality

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

Article name in the collection

Strategic Innovative Marketing

ISBN

978-3-030-16098-2

ISSN

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e-ISSN

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Number of pages

6

Pages from-to

107-112

Publisher name

Springer

Place of publication

Cham

Event location

Paphos

Event date

Sep 6, 2017

Type of event by nationality

WRD - Celosvětová akce

UT code for WoS article

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