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@book{32537, author = {Matušínská, Kateřina and Klepek, Martin and Starzyczná, Halina and Stoklasa, Michal and Bauerová, Radka and Braciníková, Veronika and Langerová, Adéla and Kubalová, Radka}, address = {Praha}, edition = {1. vydání}, keywords = {CRM; generation; SME; WPDCA method; Millennials; online shopping; TAM model; brand}, howpublished = {tištěná verze "print"}, language = {cze}, location = {Praha}, isbn = {978-80-88260-36-3}, publisher = {Professional Publishing s.r.o.}, title = {Akceptace technologie z pohledu marketingových nástrojů}, year = {2019} }
TY - BOOK ID - 32537 AU - Matušínská, Kateřina - Klepek, Martin - Starzyczná, Halina - Stoklasa, Michal - Bauerová, Radka - Braciníková, Veronika - Langerová, Adéla - Kubalová, Radka PY - 2019 TI - Akceptace technologie z pohledu marketingových nástrojů VL - Neuvedeno PB - Professional Publishing s.r.o. CY - Praha SN - 9788088260363 KW - CRM KW - generation KW - SME KW - WPDCA method KW - Millennials KW - online shopping KW - TAM model KW - brand N2 - The monograph deals with the issue of technology acceptance from the perspective of marketing tools. The main objective of the monograph, which is based on the project sgs/7/2017, is to assess the degree of acceptance of technology in marketing management, the use of marketing tools and programs. These issues were solved in four thematic areas, namely CRM, corporate identity and image with an emphasis on brand, online shopping and regional brands. For this reason, the monograph is divided into four separate comprehensive chapters, which include within the scope of the researched issue of the present state of knowledge, theoretical framework, analysis of primary data from realized marketing surveys and finally there is a summary of acquired knowledge from all chapters. ER -
MATUŠÍNSKÁ, Kateřina, Martin KLEPEK, Halina STARZYCZNÁ, Michal STOKLASA, Radka BAUEROVÁ, Veronika BRACINÍKOVÁ, Adéla LANGEROVÁ a Radka KUBALOVÁ. \textit{Akceptace technologie z pohledu marketingových nástrojů}. 1. vydání. Praha: Professional Publishing s.r.o., 2019, 152 s. ISBN~978-80-88260-36-3.
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