Readiness of the Marketing Managers to Address and Solve Issues of Current Marketing

Kód výsledku v IS VaVaI

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Výsledek na webu

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DOI - Digital Object Identifier

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Jazyk výsledku

angličtina

Název v původním jazyce

Readiness of the Marketing Managers to Address and Solve Issues of Current Marketing

Popis výsledku v původním jazyce

The current economic situation projects into the attitudes and activities of marketing managers who react to this situation differently. In some fields, the efforts tend for more effective campaign targeting, effective utilization of marketing communication tools; in other fields it is lowering the costs, elsewhere it is targeted monitoring of the activities of the competition. The aim of the paper is to compare the global (IBM Study) and local research (performed by the authors in the Czech Republic) on perceived threats and present opportunities, on marketing trends and marketing environment and last but not least on sources of information that the marketing managers utilize in the decision-making process in the times of economic crisis.

Název v anglickém jazyce

Readiness of the Marketing Managers to Address and Solve Issues of Current Marketing

Popis výsledku anglicky

The current economic situation projects into the attitudes and activities of marketing managers who react to this situation differently. In some fields, the efforts tend for more effective campaign targeting, effective utilization of marketing communication tools; in other fields it is lowering the costs, elsewhere it is targeted monitoring of the activities of the competition. The aim of the paper is to compare the global (IBM Study) and local research (performed by the authors in the Czech Republic) on perceived threats and present opportunities, on marketing trends and marketing environment and last but not least on sources of information that the marketing managers utilize in the decision-making process in the times of economic crisis.

Druh

D - Stať ve sborníku

CEP obor

AH - Ekonomie

OECD FORD obor

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Projekt

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Návaznosti

V - Vyzkumna aktivita podporovana z jinych verejnych zdroju

Rok uplatnění

2013

Kód důvěrnosti údajů

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

Název statě ve sborníku

RECENT ADVANCES in ENERGY, ENVIRONMENT, ECONOMICS and TECHNOLOGICAL INNOVATION

ISBN

978-960-474-343-8

ISSN

2227-4588

e-ISSN

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Počet stran výsledku

6

Strana od-do

231-236

Název nakladatele

WSEAS Press

Místo vydání

neuveden

Místo konání akce

Paříž, Francie

Datum konání akce

29. 10. 2013

Typ akce podle státní příslušnosti

WRD - Celosvětová akce

Kód UT WoS článku

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