Marketing application in the practice of selected Czech firms

Kód výsledku v IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F60076658%3A12510%2F20%3A43901787" target="_blank" >RIV/60076658:12510/20:43901787 - isvavai.cz</a>

Výsledek na webu

<a href="http://ocs.ef.jcu.cz/files/site/INPROFORUM%202020_ConferenceProceeding.pdf" target="_blank" >http://ocs.ef.jcu.cz/files/site/INPROFORUM%202020_ConferenceProceeding.pdf</a>

DOI - Digital Object Identifier

—

Jazyk výsledku

angličtina

Název v původním jazyce

Marketing application in the practice of selected Czech firms

Popis výsledku v původním jazyce

The article deals with the problems connected with the marketing usage in some Czech entrepreneurial subjects in practice. It reveals their practices, experience, methods¸ ways and forms by which they use the marketing, what are their views on it and how they work with it. It finds a possible answer to the question which is asked by a whole number of entrepreneurs: Why their firm is not successful on the market even when they spend high costs on the marketing from their point of view. An expected success does not come on and they do not know an answer. By the research in selected firms there has been found a confusion of the marketing with a financially demanding activity – i.e. advertising and promotion. The using of advertising and promotion lies in a different basis and its utilization, in relation to marketing, is different, to wit both for a firm and for a customer or consumer. The marketing finds an answer to the question: Who is our customer. The advertisement (advertising) and promotion inform a customer about a product and they try to get and keep a customer. Havelka (2019) states that: “A Customer is to be a King on the top”. His statement proceeds from his experience with firms.

Název v anglickém jazyce

Marketing application in the practice of selected Czech firms

Popis výsledku anglicky

The article deals with the problems connected with the marketing usage in some Czech entrepreneurial subjects in practice. It reveals their practices, experience, methods¸ ways and forms by which they use the marketing, what are their views on it and how they work with it. It finds a possible answer to the question which is asked by a whole number of entrepreneurs: Why their firm is not successful on the market even when they spend high costs on the marketing from their point of view. An expected success does not come on and they do not know an answer. By the research in selected firms there has been found a confusion of the marketing with a financially demanding activity – i.e. advertising and promotion. The using of advertising and promotion lies in a different basis and its utilization, in relation to marketing, is different, to wit both for a firm and for a customer or consumer. The marketing finds an answer to the question: Who is our customer. The advertisement (advertising) and promotion inform a customer about a product and they try to get and keep a customer. Havelka (2019) states that: “A Customer is to be a King on the top”. His statement proceeds from his experience with firms.

Druh

D - Stať ve sborníku

CEP obor

—

OECD FORD obor

50204 - Business and management

Projekt

—

Návaznosti

I - Institucionalni podpora na dlouhodoby koncepcni rozvoj vyzkumne organizace

Rok uplatnění

2020

Kód důvěrnosti údajů

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

Název statě ve sborníku

Proceedings of the 14th International Scientific Conference INPROFORUM: Business Cycles – more than Economic Phenomena

ISBN

978-80-7394-824-5

ISSN

—

e-ISSN

—

Počet stran výsledku

7

Strana od-do

232-238

Název nakladatele

University of South Bohemia in České Budějovice, Faculty of Economics

Místo vydání

České Budějovice

Místo konání akce

České Budějovice

Datum konání akce

5. 11. 2020

Typ akce podle státní příslušnosti

EUR - Evropská akce

Kód UT WoS článku

—