The Relation of Knowledge Management and Marketing Communication of Small and Medium-Sized Producers in the Segment of Outdoor Clothing in the Czech Republic

Kód výsledku v IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F00216305%3A26510%2F16%3APU120467" target="_blank" >RIV/00216305:26510/16:PU120467 - isvavai.cz</a>

Výsledek na webu

<a href="http://link.springer.com/chapter/10.1007%2F978-3-319-33865-1_29" target="_blank" >http://link.springer.com/chapter/10.1007%2F978-3-319-33865-1_29</a>

DOI - Digital Object Identifier

<a href="http://dx.doi.org/10.1007/978-3-319-33865-1_29" target="_blank" >10.1007/978-3-319-33865-1_29</a>

Jazyk výsledku

angličtina

Název v původním jazyce

The Relation of Knowledge Management and Marketing Communication of Small and Medium-Sized Producers in the Segment of Outdoor Clothing in the Czech Republic

Popis výsledku v původním jazyce

The article is involved in the relation between knowledge management and marketing communication of small and medium-sized producers of outdoor clothing in the Czech Republic. Correct management of knowledge is the key factor with regard to high concentration of the Czech outdoor producers. The objective is an optimal communication with customers within the framework of the use of outdoor brand. Small and medium-sized producers, within the competitive struggle, are forced to find savings and to transfer their manufacturing plants outside the territory of the Czech Republic. Awareness of these Czech outdoor brands is frequently rather poor in the Czech market. Consequently, the application of knowledge management, respectively change in style of management towards the complex use of knowledge can be strength for such producers. The article works with the outputs from own research in the field of knowledge management and area of marketing communication of outdoor clothing producers. The subject has focused on organized use of knowledge in marketing activities of producers, where the authors highlight key factors of knowledge management.

Název v anglickém jazyce

The Relation of Knowledge Management and Marketing Communication of Small and Medium-Sized Producers in the Segment of Outdoor Clothing in the Czech Republic

Popis výsledku anglicky

The article is involved in the relation between knowledge management and marketing communication of small and medium-sized producers of outdoor clothing in the Czech Republic. Correct management of knowledge is the key factor with regard to high concentration of the Czech outdoor producers. The objective is an optimal communication with customers within the framework of the use of outdoor brand. Small and medium-sized producers, within the competitive struggle, are forced to find savings and to transfer their manufacturing plants outside the territory of the Czech Republic. Awareness of these Czech outdoor brands is frequently rather poor in the Czech market. Consequently, the application of knowledge management, respectively change in style of management towards the complex use of knowledge can be strength for such producers. The article works with the outputs from own research in the field of knowledge management and area of marketing communication of outdoor clothing producers. The subject has focused on organized use of knowledge in marketing activities of producers, where the authors highlight key factors of knowledge management.

Druh

D - Stať ve sborníku

CEP obor

—

OECD FORD obor

50602 - Public administration

Projekt

—

Návaznosti

S - Specificky vyzkum na vysokych skolach

Rok uplatnění

2016

Kód důvěrnosti údajů

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

Název statě ve sborníku

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

ISBN

978-3-319-33863-7

ISSN

2198-7246

e-ISSN

—

Počet stran výsledku

7

Strana od-do

227-233

Název nakladatele

Springer International Publishing

Místo vydání

Neuveden

Místo konání akce

mykonos

Datum konání akce

24. 9. 2015

Typ akce podle státní příslušnosti

WRD - Celosvětová akce

Kód UT WoS článku

000405332300029