Template-Type: ReDIF-Article 1.0
Author-Name: Katarína Gubíniová
Author-Name-First: Katarína
Author-Name-Last: Gubíniová
Author-Email: katarina.gubiniova@fm.uniba.sk
Author-Workplace-Name: Comenius University in Bratislava, Bratislava, Slovak Republic
Author-Name: Gabriela P. Bartáková
Author-Name-First: Gabriela
Author-Name-Last: Bartáková
Author-Email: gabriela.bartakova@fm.uniba.sk
Author-Workplace-Name: Comenius University in Bratislava, Bratislava, Slovak Republic
Author-Name: Lenka Sloviaková
Author-Name-First: Lenka
Author-Name-Last: Sloviaková
Author-Email:
Author-Workplace-Name: Comenius University in Bratislava, Bratislava, Slovak Republic
Title: Practices used in current marketing communication and comparison of their evaluation from the point of view of customers in the Slovak Republic and abroad
Abstract: Satisfying customer needs in order for an organisation to achieve a defined profitability on the one hand and to have satisfied customers on the other has been characteristic of traditional customer-oriented approaches to marketing management. Hypercompetitive market, which is currently functioning at the level of both national and multinational economies, is characterised by the fact that in an effort of marketing managers to operate in markets, more and more deceptive, unethical and misleading practices are appearing. Misleading, deceptive and unethical approaches of marketing management have become a subject of social criticism, while this issue is gradually becoming more and more notable also in academic sphere. Therefore, perception and evaluation of the marketing activities in marketing communication by ultimate customers under the conditions of the Slovak Republic (on the grounds of a research with the participation of a representative sample size of 1 650 respondents) are dealt with in this paper.
Classification-JEL: M31
Keywords: marketing communication, deceptive practices in marketing communication, perception of deceptive practices, ultimate customers, research quantitative marketing research, qualitative marketing research
Journal: Marketing Science & Inspirations
Pages: 24-39
Volume: 13
Issue: 3
Year: 2018
File-URL: https://msijournal.com/praktiky-v-sucasnej-marketingovej-komunikacii/
Handle: RePEc:cub:journm:v:13:y:2018:i:3:p:24-39