Template-Type: ReDIF-Article 1.0
Author-Name: Vanda Lieskovská
Author-Name-First: Vanda
Author-Name-Last: Lieskovská
Author-Email:
Author-Workplace-Name: University of Economics in Bratislava, Košice, Slovak Republic
Author-Name: Katarína Petrovčíková
Author-Name-First: Katarína
Author-Name-Last: Petrovčíková
Author-Email:
Author-Workplace-Name: University of Economics in Bratislava, Košice, Slovak Republic
Title: Integrated marketing communication: Example on the selected retailer
Abstract: The aim of the submitted paper is to point the attention toward the alternative usage of individual communication tools as a part of integrated marketing communication which is shown on the example of the chosen retailing company COOP Jednota, s. d., Slovakia. This stems from the marketing communication market analysis which should be pre-step to implement integrated marketing communication. The main marketing communication objective of COOP Jednota, s. d. Slovakia is not only to attract the potential customer but also to stay in long-term contact and receive its potential response. In the paper; selected communication activities are presented that are becoming the essential way of interactive dialogue between a company and its customer. The paper is the outcome from the research project VEGA /0376/17.
Classification-JEL: M31, M37
Keywords: retailing, interactive marketing communication, communication mix tools
Journal: Marketing Science & Inspirations
Pages: 2-12
Volume: 13
Issue: 2
Year: 2018
File-URL: https://msijournal.com/integrovana-marketingova-komunikacia-maloobchodu/
Handle: RePEc:cub:journm:v:13:y:2018:i:2:p:2-12