Organizational transactional analysis and effective internal marketing communication in a company

Kód výsledku v IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F04130081%3A_____%2F19%3AN0000007" target="_blank" >RIV/04130081:_____/19:N0000007 - isvavai.cz</a>

Výsledek na webu

<a href="https://www.vspp.cz/wp-content/uploads/2017/03/V%C5%A0PP_Enterpreneurship_studies_2019_ro%C4%8D.8_No_01-02-final-v10.pdf" target="_blank" >https://www.vspp.cz/wp-content/uploads/2017/03/V%C5%A0PP_Enterpreneurship_studies_2019_ro%C4%8D.8_No_01-02-final-v10.pdf</a>

DOI - Digital Object Identifier

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Jazyk výsledku

angličtina

Název v původním jazyce

Organizational transactional analysis and effective internal marketing communication in a company

Popis výsledku v původním jazyce

The paper deals with the application of organizational transactional analysis in internal marketing communication in the organizational structure of a company. The multidisciplinarity of the marketing communication (internal, external) requires exploiting many social science areas, whereas the integration of the newly profiled trends, among which the theory of transactional analysis belongs, appears to be very stimulating. Since this is a new trend in the marketing communication, it is necessary to look more closely at the concepts of the nature of transactional analysis and also at its implementation in the marketing environment. At the level of theoretical knowledge, the paper presents the findings about the historical genesis of transactional analysis with a focus on structural analysis. This is subsequently applied to the company internal marketing communication. Thus, in the interpretative framework of the transactional analysis. the (in) efficiency of the communication incentives applied in the internal environment of the company organizational structure is presented.

Název v anglickém jazyce

Organizational transactional analysis and effective internal marketing communication in a company

Popis výsledku anglicky

The paper deals with the application of organizational transactional analysis in internal marketing communication in the organizational structure of a company. The multidisciplinarity of the marketing communication (internal, external) requires exploiting many social science areas, whereas the integration of the newly profiled trends, among which the theory of transactional analysis belongs, appears to be very stimulating. Since this is a new trend in the marketing communication, it is necessary to look more closely at the concepts of the nature of transactional analysis and also at its implementation in the marketing environment. At the level of theoretical knowledge, the paper presents the findings about the historical genesis of transactional analysis with a focus on structural analysis. This is subsequently applied to the company internal marketing communication. Thus, in the interpretative framework of the transactional analysis. the (in) efficiency of the communication incentives applied in the internal environment of the company organizational structure is presented.

Druh

O - Ostatní výsledky

CEP obor

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OECD FORD obor

50204 - Business and management

Projekt

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Návaznosti

N - Vyzkumna aktivita podporovana z neverejnych zdroju

Rok uplatnění

2019

Kód důvěrnosti údajů

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