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New trends in the marketing communication


  • Monika Březinová

    () (University of South Bohemia in České Budějovice)


In consequence of change of passive intake of the marketing information to the active intake from the consumer side is the marketing communication changing too, from the public communication to the targeted communication. This article is focusing on the new trends in marketing communications. The article compare the new ways of marketing communications and the traditional ways, in the area of acquisition cost, retention cost, and CRN cost, and next like the penetration of market, speed of response and identification. We can say, on the base of the results that the e-mail marketing, like the instrument of marketing communication, is more suitable for the retention then for the acquisition. The e-mail marketing is the most suitable instrument for the target of custom-segment.

Suggested Citation

  • Monika Březinová, 2008. "New trends in the marketing communication," Acta Universitatis Bohemiae Meridionales, University of South Bohemia in Ceske Budejovice, vol. 11(2), pages 7-10.
  • Handle: RePEc:boh:actaub:v:11:y:2008:i:2:p:7-10

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