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New Tools for Effective Marketing Communications

Author

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  • František Milichovský

    () (Brno University of Technology)

Abstract

Successful companies are aware of the needs for long-term strategic development, which is based on relationship marketing with customers. That is necessary to touch the customers’ emotion and irrationality of purchase decision. For this touch, companies use marketing communication tools to increase own sales. Adequate communication could create optimal background for effective marketing. The article is focused on dependency between genders and marketing communication tools. The objectives of this research are to verify dependence intensity of marketing communication in connection with respondents and to identify impacts the marketing communication and to describe trend in communication. The research was aimed by random chosen group of young people in the Czech Republic.

Suggested Citation

  • František Milichovský, 2013. "New Tools for Effective Marketing Communications," Acta Universitatis Bohemiae Meridionales, University of South Bohemia in Ceske Budejovice, vol. 16(1), pages 35-43.
  • Handle: RePEc:boh:actaub:v:16:y:2013:i:1:p:35-43
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    More about this item

    Keywords

    Marketing Communication; New Trends; Performance; Gender;

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M59 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Personnel Economics - - - Other

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