Using Mass Communication and Mass Media to Increase the Effectiveness of Integrated Marketing Communications of Chemical Industry Enterprises

Kód výsledku v IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F00216275%3A25310%2F15%3A39900284" target="_blank" >RIV/00216275:25310/15:39900284 - isvavai.cz</a>

Výsledek na webu

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DOI - Digital Object Identifier

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Jazyk výsledku

angličtina

Název v původním jazyce

Using Mass Communication and Mass Media to Increase the Effectiveness of Integrated Marketing Communications of Chemical Industry Enterprises

Popis výsledku v původním jazyce

Creating marketing communication in an enterprise to integrate all communication tools and effectively unite the efforts of the enterprise in communication with all stakeholders is an essential prerequisite for success on the current markets. In this issue, we often encounter the opinion that the use of mass communication and mass media in the marketing communication mix of businesses, particularly those operating on B2B markets, is on the decline due to the growing differentiation and the pursuit of one-to-one marketing. However, the research shows that their effectiveness, especially in some elements of the marketing communication mix, is not decreasing, but increasing. The great importance of mass communication and mass media for marketing communication of industrial enterprises has also been confirmed by our primary research. This article defines, analyses, and assesses the possibilities of mass communication and mass media in the individual elements of the marketing communication

Název v anglickém jazyce

Using Mass Communication and Mass Media to Increase the Effectiveness of Integrated Marketing Communications of Chemical Industry Enterprises

Popis výsledku anglicky

Creating marketing communication in an enterprise to integrate all communication tools and effectively unite the efforts of the enterprise in communication with all stakeholders is an essential prerequisite for success on the current markets. In this issue, we often encounter the opinion that the use of mass communication and mass media in the marketing communication mix of businesses, particularly those operating on B2B markets, is on the decline due to the growing differentiation and the pursuit of one-to-one marketing. However, the research shows that their effectiveness, especially in some elements of the marketing communication mix, is not decreasing, but increasing. The great importance of mass communication and mass media for marketing communication of industrial enterprises has also been confirmed by our primary research. This article defines, analyses, and assesses the possibilities of mass communication and mass media in the individual elements of the marketing communication

Druh

D - Stať ve sborníku

CEP obor

AE - Řízení, správa a administrativa

OECD FORD obor

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Projekt

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Návaznosti

S - Specificky vyzkum na vysokych skolach

Rok uplatnění

2015

Kód důvěrnosti údajů

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

Název statě ve sborníku

SGEM2015: Conference Proceedings. Book 2. Vol. 2

ISBN

978-619-7105-47-6

ISSN

2367-5659

e-ISSN

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Počet stran výsledku

9

Strana od-do

989-998

Název nakladatele

STEF92 Technology Ltd.

Místo vydání

Sofie

Místo konání akce

Albena

Datum konání akce

26. 8. 2015

Typ akce podle státní příslušnosti

EUR - Evropská akce

Kód UT WoS článku

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