IDEAS home Printed from
   My bibliography  Save this article

Analytical View Of The Perception Of Selected Innovative Approaches In Marketing Communications


  • Peter Dorčák
  • Pavel Štrach
  • František Pollák


Purpose: The purpose of this paper is to present by means of thorough analysis of the selected market the perception of innovative approaches in marketing communication, both from the perspective of the companies on the supply side and from the perspective of their potential customers on the demand side. As regards the companies, it is in particular about their perception of relative benefits the use of electronic marketing instruments has given the degree of effort and resources spent on the establishment and maintenance of e-marketing infrastructure. As regards the customers, it is, in turn, about their perception of the particular aspects of use of virtual social networks by the companies for branding purposes or directly for promotion. Methodology/Approach: Object of the research were real companies active on the analysed market. The subject of the research were their actual and potential customers represented by the users of one of the local Internet portals long active on the analysed market. Both these groups were presented with questions by means of electronic questionnaires. The data were subsequently processed and interpreted through cluster analyses. Findings: Based on the confirmed aspects we came to the conclusion that perceived benefit of the Internet on business is closely related to on-line activity of the companies and to the number of instruments the company uses to promote its business. Last but not least, we have investigated whether economic status of the users (real or potential customers) has an impact on their perception of the companies' use of social networks for promotional purposes. The similarity of behaviour of particular groups allows for more accurate targeting of on-line activity with respect to selected target markets. Research Limitation/implication: The biggest limitation is the territorial nature of the research. Research was targeted primarily at the Central European market. Originality/Value of paper: Presented partial results of the comprehensive research are based on empirical data collected from important samples of both sides of the analysed market, thus this paper as such may significantly contribute to the clarification of the issue of innovations in promotional mix in order to increase competitiveness or prosperity of SMEs active on the central European market.

Suggested Citation

  • Peter Dorčák & Pavel Štrach & František Pollák, 2015. "Analytical View Of The Perception Of Selected Innovative Approaches In Marketing Communications," Quality Innovation Prosperity, Technical University of Košice, Department of integrated management, vol. 19(1).
  • Handle: RePEc:tuk:qipqip:v:19:y:2015:i:1:7

    Download full text from publisher

    File URL:
    Download Restriction: no

    More about this item


    internet; social network; innovations; marketing communication;

    JEL classification:

    • Z - Other Special Topics


    Access and download statistics


    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:tuk:qipqip:v:19:y:2015:i:1:7. 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: (Matus Horvath). General contact details of provider: .

    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.