Implementation of current marketing communication tools into practice in the Czech and Slovak Republic

Šula, Tomáš; Banyár, Milan

dc.title	Implementation of current marketing communication tools into practice in the Czech and Slovak Republic	en
dc.contributor.author	Šula, Tomáš
dc.contributor.author	Banyár, Milan
dc.relation.ispartof	Strategic Innovative Marketing
dc.identifier.issn	2198-7246 Scopus Sources, Sherpa/RoMEO, JCR
dc.identifier.issn	2198-7254 Scopus Sources, Sherpa/RoMEO, JCR
dc.identifier.isbn	978-3-030-16098-2
dc.date.issued	2019
dc.citation.spage	107
dc.citation.epage	112
dc.event.title	6th International Conference on Strategic Innovative Marketing, IC-SIM 2017
dc.event.location	Pafos
utb.event.state-en	Cyprus
utb.event.state-cs	Kypr
dc.event.sdate	2017-09-06
dc.event.edate	2017-09-09
dc.type	conferenceObject
dc.language.iso	en
dc.publisher	Springer
dc.identifier.doi	10.1007/978-3-030-16099-9_14
dc.relation.uri	https://link.springer.com/chapter/10.1007/978-3-030-16099-9_14
dc.subject	buzz marketing	en
dc.subject	current marketing communication tools	en
dc.subject	digital marketing	en
dc.subject	guerrilla marketing	en
dc.subject	mobile marketing	en
dc.subject	product placement	en
dc.subject	viral marketing	en
dc.subject	word of mouth marketing	en
dc.description.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). © 2019, Springer Nature Switzerland AG.	en
utb.faculty	Faculty of Multimedia Communications
dc.identifier.uri	http://hdl.handle.net/10563/1010902
utb.identifier.obdid	43883640
utb.identifier.scopus	2-s2.0-85126101560
utb.source	d-scopus
dc.date.accessioned	2022-03-23T10:36:05Z
dc.date.available	2022-03-23T10:36:05Z
utb.contributor.internalauthor	Šula, Tomáš
utb.contributor.internalauthor	Banyár, Milan
utb.fulltext.affiliation	Tomáš Šula and Milan Banyár T. Šula (✉) · M. Banyár Faculty of Multimedia Communication, Tomas Bata University in Zlín, Zlín, Czech Republic e-mail: sula@utb.cz
utb.fulltext.dates	-
utb.fulltext.references	1. Kotler, Ph., Armstrong, G.: Principles of Marketing, 14th edn, pp. 51–53. Prentice Hall, New Jersey (2011). ISBN-13: 978-0-13-216712-3 2. Chaffey, D., Ellis-Chadwick, F., Johnston, K., Mayer, R.: Internet Marketing—Strategy, Implementation and Practice, 4th edn, pp. 10–12. Financial Times/Prentice Hall (2009). ISBN-13: 978-0-273-71740-9 3. Kirby, J., Marsden, P.: Connected Marketing—The Viral, Buzz and Word of Mouth Revolution, pp. 88–89. Elsevier Ltd., Oxford (2006). ISBN-13: 978-0-7506-6634-3 4. Jurášková, O., Horňák, P.: Velký slovník marketingových komunikací, pp. 123–124. Grada Publishing, Praha (2012). ISBN: 978-80-247-4354-7 5. Levinson, J.C.: Guerilla Marketing: Nejúčinnější a finančně nenáročný marketing, p. 13. Computer Press, Brno (2009). ISBN: 978-80-251-2472-7 6. Horký, V.: Types of Guerrilla Marketing (2009). http://www.guerrillaonline.com/cs/Guerrilla-Marketing-types-65.htm 7. Hughes, M.: Buzz Marketing—Přimějte lidi, aby o vás mluvili, pp. 12–16. Management Press, Praha (2006). ISBN: 80-7261-153-4 8. Přikrylová J., Jahodová H.:. Moderní marketingová komunikace, pp. 267–272. Grada Publishing, Praha (2010). ISBN: 978-80-247-3622-8 9. Hesková, M., Štarchoň P.: Marketingová komunikace a moderní trendy vmarketingu, pp. 33–35. Oeconomica, Praha (2009). ISBN: 978-80-245-1520-5
utb.fulltext.sponsorship	-
utb.scopus.affiliation	Faculty of Multimedia Communication, Tomas Bata University in Zlín, Zlín, Czech Republic
utb.fulltext.projects	-
utb.fulltext.faculty	Faculty of Multimedia Communications
utb.fulltext.ou	-