Practices used in current marketing communication and comparison of their evaluation from the point of view of customers in the Slovak Republic and abroad

Katarína Gubíniová (), Gabriela Bartáková () and Lenka Sloviaková
Additional contact information
Katarína Gubíniová: Comenius University in Bratislava, Bratislava, Slovak Republic
Gabriela Bartáková: Comenius University in Bratislava, Bratislava, Slovak Republic
Lenka Sloviaková: Comenius University in Bratislava, Bratislava, Slovak Republic

Marketing Science & Inspirations, 2018, vol. 13, issue 3, 24-39

Abstract: Satisfying customer needs in order for an organisation to achieve a defined profitability on the one hand and to have satisfied customers on the other has been characteristic of traditional customer-oriented approaches to marketing management. Hypercompetitive market, which is currently functioning at the level of both national and multinational economies, is characterised by the fact that in an effort of marketing managers to operate in markets, more and more deceptive, unethical and misleading practices are appearing. Misleading, deceptive and unethical approaches of marketing management have become a subject of social criticism, while this issue is gradually becoming more and more notable also in academic sphere. Therefore, perception and evaluation of the marketing activities in marketing communication by ultimate customers under the conditions of the Slovak Republic (on the grounds of a research with the participation of a representative sample size of 1 650 respondents) are dealt with in this paper.

Keywords: marketing communication; deceptive practices in marketing communication; perception of deceptive practices; ultimate customers; research quantitative marketing research; qualitative marketing research (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Date: 2018
References: Add references at CitEc
Citations:

Downloads: (external link)
https://msijournal.com/praktiky-v-sucasnej-marketingovej-komunikacii/

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:cub:journm:v:13:y:2018:i:3:p:24-39

Access Statistics for this article

More articles in Marketing Science & Inspirations from Comenius University in Bratislava, Faculty of Management Contact information at EDIRC.
Bibliographic data for series maintained by Frantisek Olsavsky ().