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Product placement in integrated marketing communication - Czech Study

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dc.title Product placement in integrated marketing communication - Czech Study en
dc.contributor.author Kramoliš, Jan
dc.relation.ispartof Innovation Vision 2020: From Regional Development Sustainability to Global Economic Growth, Vol I-VV
dc.identifier.isbn 978-0-9860419-4-5
dc.date.issued 2015
dc.citation.spage 935
dc.citation.epage 943
dc.event.title 25th International-Business-Information-Management-Association Conference
dc.event.location Amsterdam
utb.event.state-en Netherlands
utb.event.state-cs Nizozemsko
dc.event.sdate 2015-05-07
dc.event.edate 2015-05-08
dc.type conferenceObject
dc.language.iso en
dc.publisher International Business Information Management Association, IBIMA
dc.relation.uri http://ibima.org/accepted-paper/product-placement-integrated-marketing-communication-czech-study/
dc.subject Product placement en
dc.subject embedded marketing en
dc.subject integrated marketing mix en
dc.subject integrated marketing dcommunication en
dc.description.abstract Purpose - This paper aims to examine the notion about using product placement in theory of integrated marketing communication mix. Design/methodology/approach - The paper initially defines a theoretical background of this marketing topic. The paper then offers an scope into Czech SMEs notion about use product placement in integrated marketing communication mix. Subsequently, there is a explanation of most suitable types in Czech SMEs. Findings - This study argues that fully integrated marketing communication is associated with the various types of product placement. The paper posits that, there is well awareness why it is so important Product placement integration into marketing mix. Originality/value - As such, this paper represents a cross-functional approach to product placement and integrated marketing communication theory by opinions of Czech SMEs. en
utb.faculty Faculty of Management and Economics
dc.identifier.uri http://hdl.handle.net/10563/1005701
utb.identifier.obdid 43873678
utb.identifier.scopus 2-s2.0-84947567075
utb.identifier.wok 000360508700095
utb.source d-wok
dc.date.accessioned 2015-11-05T11:27:37Z
dc.date.available 2015-11-05T11:27:37Z
utb.contributor.internalauthor Kramoliš, Jan
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