EVALUATION OF FAMILY BUSINESS MARKETING ACTIVITIES

Kód výsledku v IS VaVaI

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Výsledek na webu

<a href="https://fmk.sk/download/konferencie/online-rules-II.pdf" target="_blank" >https://fmk.sk/download/konferencie/online-rules-II.pdf</a>

DOI - Digital Object Identifier

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Jazyk výsledku

angličtina

Název v původním jazyce

EVALUATION OF FAMILY BUSINESS MARKETING ACTIVITIES

Popis výsledku v původním jazyce

Last year’s contribution titled Czech family business brand as a tradition bearer was focused on the importance of a brand, which, in case of family business, is presented primarily by a founder’s name and surname. It has been stated that family business brands or brands of their products often have a higher value than the rest of the whole company. The acquired knowledge has led the authors to set an additional scientific goal - to evaluate marketing activities of family businesses, to evaluate, among others, whether they are ready or whether they use digital communication channels and online media to promote their brand, the products or services offered. The contribution is based on general scientific methods, especially the method of compilation of specialized texts, primary quantitative research, deduction and generalization. The results of this study confirmed the assumption that smaller family business owners prefer intuitive marketing tools. In the field of creating and implementing a marketing strategy using modern communication tools, there are considerable reserves that, in particular, in case of family businesses with fewer employees, the marketing practice is far from the level required by introduction of new technologies.

Název v anglickém jazyce

EVALUATION OF FAMILY BUSINESS MARKETING ACTIVITIES

Popis výsledku anglicky

Last year’s contribution titled Czech family business brand as a tradition bearer was focused on the importance of a brand, which, in case of family business, is presented primarily by a founder’s name and surname. It has been stated that family business brands or brands of their products often have a higher value than the rest of the whole company. The acquired knowledge has led the authors to set an additional scientific goal - to evaluate marketing activities of family businesses, to evaluate, among others, whether they are ready or whether they use digital communication channels and online media to promote their brand, the products or services offered. The contribution is based on general scientific methods, especially the method of compilation of specialized texts, primary quantitative research, deduction and generalization. The results of this study confirmed the assumption that smaller family business owners prefer intuitive marketing tools. In the field of creating and implementing a marketing strategy using modern communication tools, there are considerable reserves that, in particular, in case of family businesses with fewer employees, the marketing practice is far from the level required by introduction of new technologies.

Druh

D - Stať ve sborníku

CEP obor

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OECD FORD obor

50204 - Business and management

Projekt

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Návaznosti

I - Institucionalni podpora na dlouhodoby koncepcni rozvoj vyzkumne organizace

Rok uplatnění

2018

Kód důvěrnosti údajů

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

Název statě ve sborníku

Proceedings from International Scientific Conference Marketing Identity 2017

ISBN

9788081059186

ISSN

1339-5726

e-ISSN

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Počet stran výsledku

13

Strana od-do

397-409

Název nakladatele

Faculty of Mass Media Communication University of SS. Cyril a Methodius

Místo vydání

Trnava

Místo konání akce

Smolenice

Datum konání akce

1. 1. 2017

Typ akce podle státní příslušnosti

EUR - Evropská akce

Kód UT WoS článku

000461539700040