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The beginning of the 21st century brings with it an ever-accelerating development both in tourism and in the activities and instruments of marketing management of destinations. Logically the development of marketing communication, its tools and technologies don’t stay far behind. Destination management clients are not only satisfied visitors and tourists, but many other stakeholders, more or less influencing the success of destination management and competitiveness of a tourism destination. With whom and how in the changing conditions destination managements should communicate, what tools they would use, how to ensure required effectiveness and efficiency of marketing communication in relation to maintaining and developing market position and competitiveness of the destination? These are the questions facing most destination managements, often without having a sufficient basis for its decisions. The ambition of this paper is based on an analysis of selected secondary data, conducted investigations and years of personal experience from both the tourism sector, and from marketing and marketing communication, to find at least some of the answers to those questions.
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In the modern world personal advertisements play an important role in finding a potential partner. When compiling an advertisement people want to draw attention to themselves and their personality and they usually put a great emphasis on self-presentation. Nevertheless, they also focus on preferred partner characteristics. Previous studies revealed and confirmed what is generally believed: that men prefer an attractive partner and emphasise this item in their advertisements. Women are probably acquainted with this fact because they do not hesitate to mention their attractiveness. On the other hand, women usually do not put emphasis on partner’s attractiveness, they prefer, for example, success or education. The present paper explores the choice of vocabulary for indicating personal and preferred partner characteristics as far as appearance is concerned; it considers to what extent the age influences the way people present themselves and how they describe their potential partner. The corpus used for this analysis comprises 100 personal advertisements from British newspapers, 50 written by women and 50 by men.
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The article broaches the subject of employer brand creation on the Internet. The goal of this work is to describe these actions within external employer branding which are performed on the Internet, and to show their possibilities and limitations, especially among the audience most active in the medium (Millennials, Generation Y). The basis for employer brand creation is the Employer Value Proposition, which describes functional, emotional and self-expression advantages. For Millennials, the biggest factors in positive image of an employer brand are: aiding in personal development, integrity, honesty, and credibility of the employer, attractive and reliable salary, and good workplace atmosphere. The most important self-expression factor is the employer brand prestige.
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Příspěvek se zabývá jazykovými prostředky reklamy. Je rozdělen na dvě části – teoretickou a praktickou. Součástí teoretické části je definice reklamy, její styl a typy. V praktické části se předložený příspěvek zabývá jazykovou analýzou reklamních sloganů, a to ze dvou hledisek: syntaktického a morfologického.
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Marketing, just like other enterprise processes, evolve over time. We have witnessed the establishment of new marketing tools and approaches in all aspects of the marketing mix in recent years, including marketing communication. The article examines the need for the employees’ competencies development in case the enterprise decides to implement new forms of marketing communication. The employees’ competencies development is the subject of research, while selected Slovak enterprises are the object of research. The research is based on a questionnaire survey divided into two sections. The first one identifies enterprises that use some of the new forms of marketing communication. Only those enterprises then answer the questions about the needs for employees’ competencies development. The main contribution of this paper is to highlight the need for human resources development in the implementation of new marketing approaches and identification of specific areas where human resources need to keep up with modern trends.
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Across the gamut of media formats – from television to the Internet – beauty product advertising influences consumers on a daily basis. Each advertisement seeks to persuade potential buyers of the product’s value, or even its necessity for the buyer’s well-being and self-image. These techniques, sometimes manipulative in nature, affect consumers’ self-concepts. One of the signature strengths of the beauty advertisement lies in its ability to transform seemingly mundane objects into highly desirable products. In some cases, the beauty industry uses buzzwords and scientific words to convince consumers of a product’s value; these linguistic devices describe the product’s apparent capabilities and appeal to the consumer’s ego by suggesting that the product will enhance the assets the consumer already possesses. All things considered, the present paper deals with a comparative study of skincare product advertisements in English and Georgian and focuses on the use of persuasive strategies, buzzwords and scientific terminology in the advertisements that manipulate and influence potential consumers.
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The contribution deals with the development of the tourism product and its marketing. The basic theoretical background of destination marketing is outlined in the first part of the paper. It highlights its key components – creation of product mix, market segmentation, targeting, positioning and marketing communication. The second part of the text is devoted to application of theoretical knowledge in practice. The main issues of destination marketing in the Czech Republic are identified, especially in the context of promoting marketing-oriented projects undertaken by the Regional Operational Programmes.
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The popularity of the influencer marketing has grown significantly and many companies are still unsure how to use the influence of social media celebrities to create effective marketing campaigns and how to improve brand awareness via social media. This article proposes and explores the social media influencer marketing in order to develop an understanding as to how content brand strategy through event. Marketing campaign can be integrated within existing brand and product marketing strategy. The article examines the event marketing tools, formats and how marketers integrate it into marketing strategies. Additionally, the article provides new types of social insights, as well as measuring their effectiveness in a specific event marketing campaign. In particular, the final report focusses on measuring and mapping influencers´ impact, to identify dominant techniques based on the specific event marketing campaigns. It was found that the impact of social media and influencer marketing in context of brand strategy is significant. The findings indicate that the primary objectives of influencer marketing are driving the brand awareness and reaching new audiences.
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Negative emotions can impact consumers’ purchase decisions. Company will face consequences such as consumer avoidance, the negative word of mouth, and brand boycotts from consumer’s negative sentiment if no actions have been taken out. Therefore, it is important for company to understand why consumers hate brands, and what factors will influence consumers’ brand hate. Base on the concept of brand hate, this research proposes that negative past experience, negative word of mouth, ideological incompatibility, negative brand-self relationship, and negative social self-connection may be the antecedents of brand hate. Further, we propose that brand distrust mediates above effects on brand hate. Our study sheds light on the antecedents and mediator variable of brand hate and offer important implications for brand managers.
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The critical literature review on the topic explores various aspects of the digital revolution that impact the brain development and behavior of young people. Easy access to digital technologies involves a change in public behavior. People love digital technology much more and this leads to some form of digital addiction. Businesses act in accordance with this trend and try to use consumer knowledge as a strategic element.
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This report examines the relationship "product innovation by design - market success" where by "product innovation by design" is means design innovative product solutions, for which industrial design plays a major role, as a strategic process of solving problems by reformulating them as opportunities to deal with economic crises, and "market success in crisis" means application of the identified opportunities that stimulate innovation, build business success, increase competitiveness and lead to a better quality of life through innovative products.As a result of the considered interrelation, the conclusion is formed that the designer is the strongest ally of the industry, with the focus being the protection of design innovative solutions as an object of intellectual property, and crises are like adrenaline for innovation.
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There are three most popular business models companies in the advertising industry use, such as commission compensation model, fee-based compensation model and the model for generating income from industrial property rights. The last one is imposed along with the entry of new technologies into the media and advertising market, posing significant challenges in the field of management and transfer of intellectual property by advertising agencies. They face legal and other related paradigms that they must deal with alongside their core creative activity. The research aims to define recommendations and new areas of research in this direction.
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The financial sector and the trade industry are experiencing an unprecedented change as a result of the economic consequences of the COVID-19 pandemic. It acts as a major constraint on financial services, in particular leasing, as the need for services decreases significantly. Market dynamics and the implementation of a regulatory framework at European and national level in the form of a moratorium pose a serious challenge to both the industry itself and leasing consumers. As a result of the present study, proposals have been made for taking measures that could have a positive impact on the financial sector and related leasing companies.
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According to American Marketing Association, brand is a name, term, design, symbol, or any other feature that identifies one seller's good or service as distinct from those of other sellers. A corporate name is one of the possible forms of the brand. In the sense of the Czech Civil Code, a corporate name is a name under which the entrepreneur is registered in the commercial register. An entrepreneur may not have several corporate names. The role of an expert witness is to provide the court with an independent and neutral assessment (e. g. valuation) based on his expertise. The aim of this paper is within the legal system of the Czech Republic to define legal background of the institute of a corporate name so that it can subsequently result in a reliable valuation by an expert witness. For this purpose, the paper examines the legal nature of a corporate name and its possible dispositions that might require an expert valuation.
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The aim of this paper is to review the changes in brand strategies as a result of the COVID-19 pandemic situation and the changes in customers’ preferences as a result of the lockdowns. During the pandemic, brands found themselves in a difficult situation, as they were not sure at the time of the first closure what the best solution would be in terms of customer satisfaction: to stop marketing campaigns, continue them without any changes or adapt to the situation. Since then, consumer research reports have shown that what people needed the most was being surrounded by brands being part of their daily lives to provide predictability and certainty – often even replacing slow-responding governments in providing information. Our paper will summarize the main findings of recent consumer research on this topic and highlight the best practices of brands that have successfully demonstrated their credibility, crisis resilience, and social responsibility in the eyes of their customers.
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The aim of the paper was to investigate the concept of regional branding in the region Ponitrie (SR) from the point of view of four parts of marketing mix– product, price, place and promotion. To evaluate the main features of the regional brand Ponitrie from the marketing perspective of 4P, personal interviews and online survey were conducted and obtained information were analysed through the comparison of the observed situation with stated benchmarks. The main findings show a great potential for regional products in the area, but also some obstacles, which do not allow development of this concept to a greater extent. The findings have also some limitations as only one regional brand was investigated, but the paper provides direction for future research on the topic.
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Management of marketing activities is still not common in local self-government in the Slovak Republic. Marketing is coordinated rather in towns than in villages but there are still some towns that do not consider marketing to be important at all. Marketing activities at the office are mostly carried out by one employee while only few villages or towns can afford to have more staff to carry out them. The main reason why villages and towns do not carry out marketing activities is the lack of financial resources or the need to deal with more serious problems. It results from the research study the main research objective of which was to analyse the scope and main forms of management of marketing activities in local self-government in the Slovak Republic. The data were collected from 1 to 31 March 2017 via a questionnaire method on a representative survey sample.
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Marketing management presents current approach to tourism development. It is based on cooperation and strategic planning of tourism development in a way bringing positive effects to all stakeholders as well as for tourism destinations. Efficient application of destination marketing management is considered as a moderating factor of regional disparities. Destination management organizations (DMOs) are entitled to enforce the concept of marketing management into managerial practice. The aim of the paper is to assess the application of destination marketing management concept in Slovakia as a tool of regional development. The material utilized by the authors are secondary data processed by selected methods of descriptive statistics. The Tourism Support Act. 91/2010 Coll. determined preconditions for application of marketing management in Slovakia. According to analysis of selected indicators, we note that in Slovakia are established 40 DMOs, which activities are overlapping and duplicated. The majority of state support obtains regions with the highest tourism potential and well developed infrastructure. For future success of tourism development and moderating of regional disparities it is inevitable to reform existing status quo, decrease amount of existing DMOs and to reevaluate existing criteria for eligibility of governmental subsidies.
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The aim of the article is to discuss the role of SMEs in destination marketing activities. We consider in detail the main marketing activities in each stage of the marketing funnel and analyses the position of small businesses in these activities. The article also highlights the need for cooperation in the tourism businesses, but not necessarily in all activities and in all circumstances. The basic platform for cooperation are strategic business areas (SBAs) defined by Beritelli, Laesser and Bieger (2014), which integrate a comprehensive set of services and other elements of the destination. Collaboration within the SBA creates value for visitors. Analysis of the destination marketing funnel showed that the main areas of the SMEs cooperation include SBA brand building, internal marketing of destination, linking individual services or post-purchase services. A key prerequisite is the knowledge of visitors and the nature of their behaviour.
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