The use of selected marketing communication unconventional tools in the Czech Republic
The use of selected marketing communication unconventional tools in the Czech Republic
Author(s): Vladimír Vavrečka, Jiří Mezuláník, Lukáš DurdaSubject(s): National Economy, Theory of Communication, Methodology and research technology, Marketing / Advertising
Published by: Univerzita sv. Cyrila a Metoda v Trnave, Fakulta masmediálnej komunikácie
Keywords: Buzz marketing; Digital marketing; Guerilla marketing; Mobile marketing; Product placement; Social media marketing; Viral marketing; WOM marketing;
Summary/Abstract: The paper deals with the use of selected modern tools of marketing communication in the Czech Republic. There are critically analyzed the current theoretical approaches in the area of marketing communication and digital marketing in terms of business environment of the Czech Republic. The text is based on the broader marketing communication research in small and medium-sized enterprises in the Czech Republic in the framework of the Grant agency of the Academy Alliance. The subject of research was the use of the following tools of marketing communication: guerilla marketing, buzz marketing, viral marketing, mobile marketing, product placement, social media and WOM marketing, depending on the selected enterprise-based parameters.
Journal: Marketing Identity
- Issue Year: 5/2017
- Issue No: 1/1
- Page Range: 223-237
- Page Count: 15
- Language: English
