New Tools for Effective Marketing Communications

František Milichovský
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František Milichovský: Brno University of Technology

Acta Universitatis Bohemiae Meridionalis, 2013, vol. 16, issue 1, 35-43

Abstract: Successful companies are aware of the needs for long-term strategic development, which is based on relationship marketing with customers. That is necessary to touch the customers' emotion and irrationality of purchase decision. For this touch, companies use marketing communication tools to increase own sales. Adequate communication could create optimal background for effective marketing. The article is focused on dependency between genders and marketing communication tools. The objectives of this research are to verify dependence intensity of marketing communication in connection with respondents and to identify impacts the marketing communication and to describe trend in communication. The research was aimed by random chosen group of young people in the Czech Republic.

Keywords: Marketing Communication; New Trends; Performance; Gender (search for similar items in EconPapers)
JEL-codes: M31 M59 (search for similar items in EconPapers)
Date: 2013
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Citations: View citations in EconPapers (1)

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Persistent link: https://EconPapers.repec.org/RePEc:boh:actaub:v:16:y:2013:i:1:p:35-43

DOI: 10.32725/acta.2013.004

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