Innovation in Marketing and How it is Perceived by Customers

Kód výsledku v IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F46747885%3A24310%2F18%3A00005604" target="_blank" >RIV/46747885:24310/18:00005604 - isvavai.cz</a>

Výsledek na webu

<a href="https://ibima.org/" target="_blank" >https://ibima.org/</a>

DOI - Digital Object Identifier

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Jazyk výsledku

angličtina

Název v původním jazyce

Innovation in Marketing and How it is Perceived by Customers

Popis výsledku v původním jazyce

The paper deals with innovations in marketing in the Czech Republic, that is a member of all political and economic integration groups in Europe. Current marketing innovations are based on linking the cyber world with the world of physical reality. However, it is not entirely clear how are these rapidly changing innovations perceived by customers. Therefore, the main objective of this research was defined, namely: to identify the marketing innovations that customers currently perceive in the B2C market. Using a qualitative research and final synthesis, a total of thirteen attributes has been identified. These attributes were subsequently described and classified according to the marketing mix. The identified attributes were used in follow-up quantitative research to define importance and variance in the evaluation of individual attributes. Finally the results were tested according to the existence of statistically significant differences in responses. Differences were identified only in the group of respondents with different education. The paper presents the ways of applying innovative marketing from customers`point of view. The results can be used as a base for further research and also to create marketing campaigns in practice.

Název v anglickém jazyce

Innovation in Marketing and How it is Perceived by Customers

Popis výsledku anglicky

The paper deals with innovations in marketing in the Czech Republic, that is a member of all political and economic integration groups in Europe. Current marketing innovations are based on linking the cyber world with the world of physical reality. However, it is not entirely clear how are these rapidly changing innovations perceived by customers. Therefore, the main objective of this research was defined, namely: to identify the marketing innovations that customers currently perceive in the B2C market. Using a qualitative research and final synthesis, a total of thirteen attributes has been identified. These attributes were subsequently described and classified according to the marketing mix. The identified attributes were used in follow-up quantitative research to define importance and variance in the evaluation of individual attributes. Finally the results were tested according to the existence of statistically significant differences in responses. Differences were identified only in the group of respondents with different education. The paper presents the ways of applying innovative marketing from customers`point of view. The results can be used as a base for further research and also to create marketing campaigns in practice.

Druh

D - Stať ve sborníku

CEP obor

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OECD FORD obor

50201 - Economic Theory

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

31st IBIMA Conference

ISBN

978-0-9998551-0-2

ISSN

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e-ISSN

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Počet stran výsledku

8

Strana od-do

2473-2480

Název nakladatele

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Místo vydání

Italy

Místo konání akce

Roma

Datum konání akce

1. 1. 2018

Typ akce podle státní příslušnosti

EUR - Evropská akce

Kód UT WoS článku

000449306700066