New trends in the marketing communication

NOVÉ TRENDY V MARKETINGOVÉ KOMUNIKACI

Monika Březinová
Additional contact information
Monika Březinová: University of South Bohemia in České Budějovice

Acta Universitatis Bohemiae Meridionalis, 2008, vol. 11, issue 2, 7-10

Abstract: In consequence of change of passive intake of the marketing information to the active intake from the consumer side is the marketing communication changing too, from the public communication to the targeted communication. This article is focusing on the new trends in marketing communications. The article compare the new ways of marketing communications and the traditional ways, in the area of acquisition cost, retention cost, and CRN cost, and next like the penetration of market, speed of response and identification. We can say, on the base of the results that the e-mail marketing, like the instrument of marketing communication, is more suitable for the retention then for the acquisition. The e-mail marketing is the most suitable instrument for the target of custom-segment.

Keywords: marketing communication; e-mail marketing; retention; acquisition (search for similar items in EconPapers)
Date: 2008
References: Add references at CitEc
Citations:

Downloads: (external link)
http://acta.ef.jcu.cz/doi/10.32725/acta.2008.013.html (text/html)
http://acta.ef.jcu.cz/doi/10.32725/acta.2008.013.pdf (application/pdf)
free of charge

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:boh:actaub:v:11:y:2008:i:2:p:7-10

DOI: 10.32725/acta.2008.013

Access Statistics for this article

Acta Universitatis Bohemiae Meridionalis is currently edited by Tereza Šťástková

More articles in Acta Universitatis Bohemiae Meridionalis from University of South Bohemia in Ceske Budejovice, Faculty of Economics Contact information at EDIRC.
Bibliographic data for series maintained by Ivo Andrle ().