The Evaluation of Marketing Communication

Kód výsledku v IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F04274644%3A_____%2F17%3A%230000285" target="_blank" >RIV/04274644:_____/17:#0000285 - isvavai.cz</a>

Výsledek na webu

<a href="http://files.sets.cz/200000237-00d1401cb9/Scientia%203_2017.pdf" target="_blank" >http://files.sets.cz/200000237-00d1401cb9/Scientia%203_2017.pdf</a>

DOI - Digital Object Identifier

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Jazyk výsledku

angličtina

Název v původním jazyce

The Evaluation of Marketing Communication

Popis výsledku v původním jazyce

Marketing communication is an important element of today's management. Therefore, an efficient transmission of information through adequate media is a key strategy of modern firms. The problem of marketing communication can be responsibly managed by analytical approaches allowing comprehensive evaluation from theoretical analysis to practical recommendations. The aim of this paper is to analyse marketing communication in a selected environment, present new findings and recommendations to improve this marketing communication. The assignment is dealt with methodically using audit analyses of selected instruments – marketing communication media in the cosmetic industry sector with focus on a more generalising interpretation. The main findings of the paper include particular results of the inquiries that quantitatively identify deficiencies in analytical processes. Subsequently, recommendations regulating the utilised communication are made. Therefore, it can be said that marketing communication analysis

Název v anglickém jazyce

The Evaluation of Marketing Communication

Popis výsledku anglicky

Marketing communication is an important element of today's management. Therefore, an efficient transmission of information through adequate media is a key strategy of modern firms. The problem of marketing communication can be responsibly managed by analytical approaches allowing comprehensive evaluation from theoretical analysis to practical recommendations. The aim of this paper is to analyse marketing communication in a selected environment, present new findings and recommendations to improve this marketing communication. The assignment is dealt with methodically using audit analyses of selected instruments – marketing communication media in the cosmetic industry sector with focus on a more generalising interpretation. The main findings of the paper include particular results of the inquiries that quantitatively identify deficiencies in analytical processes. Subsequently, recommendations regulating the utilised communication are made. Therefore, it can be said that marketing communication analysis

Druh

J_ost - Ostatní články v recenzovaných periodicích

CEP obor

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OECD FORD obor

50600 - Political science

Projekt

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Návaznosti

I - Institucionalni podpora na dlouhodoby koncepcni rozvoj vyzkumne organizace

Rok uplatnění

2017

Kód důvěrnosti údajů

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

Název periodika

Scientia et Societas

ISSN

1801-7118

e-ISSN

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Svazek periodika

13

Číslo periodika v rámci svazku

3

Stát vydavatele periodika

CZ - Česká republika

Počet stran výsledku

12

Strana od-do

23-34

Kód UT WoS článku

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EID výsledku v databázi Scopus

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