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Influence of marketing communication tools on brand building in the context of marketing management and corporate prosperity

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dc.title Influence of marketing communication tools on brand building in the context of marketing management and corporate prosperity en
dc.contributor.author Jurášková, Olga
dc.contributor.author Juříková, Martina
dc.contributor.author Čočková, Romana
dc.relation.ispartof Springer Proceedings in Business and Economics
dc.identifier.issn 2198-7246 Scopus Sources, Sherpa/RoMEO, JCR
dc.identifier.isbn 978-3-319-56287-2
dc.date.issued 2017
dc.citation.spage 189
dc.citation.epage 195
dc.event.title 5th International Conference on Strategic Innovative Marketing, IC-SIM 2016
dc.event.location Athens
utb.event.state-en Greece
utb.event.state-cs Řecko
dc.event.sdate 2016-09-23
dc.event.edate 2016-09-26
dc.type conferenceObject
dc.language.iso en
dc.publisher Springer Science and Business Media B.V.
dc.identifier.doi 10.1007/978-3-319-56288-9_26
dc.relation.uri https://link.springer.com/content/pdf/10.1007%2F978-3-319-56288-9.pdf
dc.subject brand building en
dc.subject brand image en
dc.subject image attributes en
dc.subject marketing communications en
dc.description.abstract Modern marketing communications must respond to new trends, to the social development, the development of information technology, changing demographic, psychographic and behavioural characteristics of customers, their shopping behaviour and lifestyle preferences. Shortening of time and distances, when communication even over large distances can take place in real time, is the paradigm of these changes. Modern marketing communications are based on relationship marketing, whose basic philosophy is comprised of creating positive experience with the brand, focus on supporting the customers’ repetitive purchases, direct interaction between the product supplier and the customer, value of the brand from the point of view of the customer, high level of customer services. The study demonstrates the importance of particular criteria for the creation of an image as the result of the use of marketing communication tools. The goal of marketing communication is to create a positive image of a brand, create a love brand, which has an impact on corporate prosperity. Creating a brand is the responsibility of the entire company. In order to manage the company effectively, it is necessary that all the members of particular levels of the corporate structure adopt this philosophy. This approach gives rise to the necessity to systematically form the image towards the external public as well as towards the internal public—employees of the company. Building of the image then becomes an effective tool for marketing management, the source of competitive advantage and long-term prosperity. © 2017, Springer International Publishing AG. en
utb.faculty Faculty of Multimedia Communications
dc.identifier.uri http://hdl.handle.net/10563/1010883
utb.identifier.obdid 43876103
utb.identifier.scopus 2-s2.0-85125674604
utb.source d-scopus
dc.date.accessioned 2022-03-21T08:23:43Z
dc.date.available 2022-03-21T08:23:43Z
utb.contributor.internalauthor Jurášková, Olga
utb.contributor.internalauthor Juříková, Martina
utb.contributor.internalauthor Čočková, Romana
utb.fulltext.affiliation O. Juraskova (✉) ⋅ M. Jurikova ⋅ R. Cockova Faculty of Multimedia Communications, Tomas Bata University in Zlín, Zlín, Czech Republic e-mail: ojuraskova@fmk.utb.cz M. Jurikova e-mail: jurikova@fmk.utb.cz R. Cockova e-mail: cockova@fmk.utb.cz
utb.fulltext.dates -
utb.fulltext.sponsorship -
utb.scopus.affiliation Faculty of Multimedia Communications, Tomas Bata University in Zlín, Zlín, Czech Republic
utb.fulltext.projects -
utb.fulltext.faculty Faculty of Multimedia Communications
utb.fulltext.ou -
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