Reverse logistics in marketing campaigns

Kód výsledku v IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F00216305%3A26510%2F16%3APU120461" target="_blank" >RIV/00216305:26510/16:PU120461 - isvavai.cz</a>

Výsledek na webu

<a href="http://dx.doi.org/10.1007/978-3-319-33865-1_30" target="_blank" >http://dx.doi.org/10.1007/978-3-319-33865-1_30</a>

DOI - Digital Object Identifier

<a href="http://dx.doi.org/10.1007/978-3-319-33865-1_30" target="_blank" >10.1007/978-3-319-33865-1_30</a>

Jazyk výsledku

angličtina

Název v původním jazyce

Reverse logistics in marketing campaigns

Popis výsledku v původním jazyce

Reverse logistics has become more important than ever before because of the requirement for nature protection from all over the world. Adequate activities of reverse logistics should be the basis for SMEs to be competitive and successful. The paper provides an overview of current trends of using reverse logistics activities in marketing communication especially in large enterprises and their influence for SMEs. Theoretical background from the area of reverse logistics supports this approach with data from primary research collected by the author. Adequate marketing campaigns could create acceptable background for effective marketing. The objective of this research is to verify intensity dependence of reverse logistics activities in connection with gender of the customer and identify possible trend of marketing campaigns. The research was aimed at random chosen group of young people in the Czech Republic. The result of the research can be used for the companies that operate in the Czech or Central European market.

Název v anglickém jazyce

Reverse logistics in marketing campaigns

Popis výsledku anglicky

Reverse logistics has become more important than ever before because of the requirement for nature protection from all over the world. Adequate activities of reverse logistics should be the basis for SMEs to be competitive and successful. The paper provides an overview of current trends of using reverse logistics activities in marketing communication especially in large enterprises and their influence for SMEs. Theoretical background from the area of reverse logistics supports this approach with data from primary research collected by the author. Adequate marketing campaigns could create acceptable background for effective marketing. The objective of this research is to verify intensity dependence of reverse logistics activities in connection with gender of the customer and identify possible trend of marketing campaigns. The research was aimed at random chosen group of young people in the Czech Republic. The result of the research can be used for the companies that operate in the Czech or Central European market.

Druh

C - Kapitola v odborné knize

CEP obor

—

OECD FORD obor

50204 - Business and management

Projekt

—

Návaznosti

S - Specificky vyzkum na vysokych skolach

Rok uplatnění

2017

Kód důvěrnosti údajů

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

Název knihy nebo sborníku

Strategic Innovative Marketing: 4th IC-SIM, Mykonos, Greece 2015

ISBN

978-3-319-33863-7

Počet stran výsledku

7

Strana od-do

235-241

Počet stran knihy

764

Název nakladatele

Springer International Publishing

Místo vydání

Mykonos, Greece

Kód UT WoS kapitoly

000405332300030