Podpora maloobchodu pomocí moderních nástrojů marketingové komunikace

Kód výsledku v IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F60460709%3A41110%2F22%3A91748" target="_blank" >RIV/60460709:41110/22:91748 - isvavai.cz</a>

Výsledek na webu

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DOI - Digital Object Identifier

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Jazyk výsledku

čeština

Název v původním jazyce

Podpora maloobchodu pomocí moderních nástrojů marketingové komunikace

Popis výsledku v původním jazyce

Currently, sales support within marketing communication is taking shape in more or less comprehensive forms, which are becoming an influential determinant of customer behavior and the retail environment. The changes brought about by digitization in the field of communication put the consumer in a different position as a decision-maker. It is he who receives the information and it is entirely up to him to choose and use the form of communication channel. It is proven that consumers make decisions at the last minute, especially thanks to modern sales support tools. This change in the position of the consumer leads the retail industry to search for new ways of selling concepts that will become an influential factor of competitiveness in the domestic and global markets. The article points to this new challenge for retail in the area of greater use of creative thinking, where digitization and creativity in communication play a key role.

Název v anglickém jazyce

Retail support using modern marketing communication tools

Popis výsledku anglicky

Currently, sales support within marketing communication is taking shape in more or less comprehensive forms, which are becoming an influential determinant of customer behavior and the retail environment. The changes brought about by digitization in the field of communication put the consumer in a different position as a decision-maker. It is he who receives the information and it is entirely up to him to choose and use the form of communication channel. It is proven that consumers make decisions at the last minute, especially thanks to modern sales support tools. This change in the position of the consumer leads the retail industry to search for new ways of selling concepts that will become an influential factor of competitiveness in the domestic and global markets. The article points to this new challenge for retail in the area of greater use of creative thinking, where digitization and creativity in communication play a key role.

Druh

D - Stať ve sborníku

CEP obor

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OECD FORD obor

50204 - Business and management

Projekt

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Návaznosti

S - Specificky vyzkum na vysokych skolach

Rok uplatnění

2022

Kód důvěrnosti údajů

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

Název statě ve sborníku

Trendy v pdnikání

ISBN

978-80-261-1129-0

ISSN

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e-ISSN

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Počet stran výsledku

11

Strana od-do

0-11

Název nakladatele

ZČU Plzeň

Místo vydání

Plzeň

Místo konání akce

Plzeň

Datum konání akce

10. 11. 2022

Typ akce podle státní příslušnosti

WRD - Celosvětová akce

Kód UT WoS článku

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