IDEAS home Printed from https://ideas.repec.org/a/boh/actaub/v11y2008i2p7-10.html
   My bibliography  Save this article

New trends in the marketing communication

Author

Listed:
  • Monika Březinová

    () (University of South Bohemia in České Budějovice)

Abstract

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
    as

    Download full text from publisher

    File URL: http://ojs.ef.jcu.cz/acta/article/download/253/250
    Download Restriction: no

    References listed on IDEAS

    as
    1. Konishi, Hideo & Sandfort, Michael T., 2002. "Existence of stationary equilibrium in the markets for new and used durable goods," Journal of Economic Dynamics and Control, Elsevier, vol. 26(6), pages 1029-1052, June.
    Full references (including those not matched with items on IDEAS)

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:boh:actaub:v:11:y:2008:i:2:p:7-10. See general information about how to correct material in RePEc.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Tereza Š ástková). General contact details of provider: http://edirc.repec.org/data/efjcucz.html .

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service hosted by the Research Division of the Federal Reserve Bank of St. Louis . RePEc uses bibliographic data supplied by the respective publishers.