Implementation of Current Marketing Communication Tools into Practice in the Czech and Slovak Republic

Tomáš Šula () and Milan Banyár
Additional contact information
Tomáš Šula: Tomas Bata University in Zlín
Milan Banyár: Tomas Bata University in Zlín

A chapter in Strategic Innovative Marketing, 2019, pp 107-112 from Springer

Abstract: Abstract The aim of the article is to map out how much are used current marketing communication tools (guerrilla marketing, digital marketing, mobile marketing, viral marketing, word of mouth marketing, buzz marketing, product placement) in the Czech and Slovak market. Article is based on quantitative research realized in the form of online survey, which respondents were professionals in the marketing communication field (employees of full-service and specialized advertising agencies, people from marketing departments).

Keywords: Current marketing communication tools; Guerrilla marketing; Digital marketing; Mobile marketing; Viral marketing; Word of mouth marketing; Buzz marketing; Product placement (search for similar items in EconPapers)
Date: 2019
References: Add references at CitEc
Citations:

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

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:spr:prbchp:978-3-030-16099-9_14

Ordering information: This item can be ordered from
http://www.springer.com/9783030160999

DOI: 10.1007/978-3-030-16099-9_14

Access Statistics for this chapter

More chapters in Springer Proceedings in Business and Economics from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().