Detailed Information on Publication Record
2019
Akceptace technologie z pohledu marketingových nástrojů
MATUŠÍNSKÁ, Kateřina, Martin KLEPEK, Halina STARZYCZNÁ, Michal STOKLASA, Radka BAUEROVÁ et. al.Basic information
Original name
Akceptace technologie z pohledu marketingových nástrojů
Name (in English)
Technology acceptance in the context of marketing tools
Authors
MATUŠÍNSKÁ, Kateřina (203 Czech Republic, guarantor, belonging to the institution), Martin KLEPEK (203 Czech Republic, belonging to the institution), Halina STARZYCZNÁ (203 Czech Republic, belonging to the institution), Michal STOKLASA (703 Slovakia, belonging to the institution), Radka BAUEROVÁ (203 Czech Republic, belonging to the institution), Veronika BRACINÍKOVÁ (203 Czech Republic, belonging to the institution), Adéla LANGEROVÁ (203 Czech Republic, belonging to the institution) and Radka KUBALOVÁ (203 Czech Republic, belonging to the institution)
Edition
1. vydání. Praha, 152 pp. 2019
Publisher
Professional Publishing s.r.o.
Other information
Language
Czech
Type of outcome
Odborná kniha
Field of Study
50204 Business and management
Country of publisher
Czech Republic
Confidentiality degree
není předmětem státního či obchodního tajemství
Publication form
printed version "print"
RIV identification code
RIV/47813059:19520/19:A0000032
Organization unit
School of Business Administration in Karvina
ISBN
978-80-88260-36-3
Keywords (in Czech)
CRM; generace; MSP; metoda WPDCA; mileniálové; online nakupování; TAM model; značka
Keywords in English
CRM; generation; SME; WPDCA method; Millennials; online shopping; TAM model; brand
Tags
Reviewed
Změněno: 13/12/2019 17:51, Ing. Kateřina Matušínská, Ph.D.
V originále
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.
In English
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.