Reverse Logistics in Marketing Campaigns

František Milichovský ()
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František Milichovský: Faculty of Business and Management

A chapter in Strategic Innovative Marketing, 2017, pp 235-241 from Springer

Abstract: Abstract Reverse logistics has become more important than ever before because of the requirement for nature protection from all over the world. Adequate activities of reverse logistics should be the basis for SMEs to be competitive and successful. The paper provides an overview of current trends of using reverse logistics activities in marketing communication especially in large enterprises and their influence for SMEs. Theoretical background from the area of reverse logistics supports this approach with data from primary research collected by the author. Adequate marketing campaigns could create acceptable background for effective marketing. The objective of this research is to verify intensity dependence of reverse logistics activities in connection with gender of the customer and identify possible trend of marketing campaigns. The research was aimed at random chosen group of young people in the Czech Republic. The result of the research can be used for the companies that operate in the Czech or Central European market.

Keywords: Marketing communication; Reverse logistics; Pearson chi-square test (search for similar items in EconPapers)
Date: 2017
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Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-3-319-33865-1_30

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DOI: 10.1007/978-3-319-33865-1_30

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