MATUŠÍNSKÁ, Kateřina, Martin KLEPEK, Halina STARZYCZNÁ, Michal STOKLASA, Radka BAUEROVÁ, Veronika BRACINÍKOVÁ, Adéla LANGEROVÁ and Radka KUBALOVÁ. Akceptace technologie z pohledu marketingových nástrojů (Technology acceptance in the context of marketing tools). 1. vydání. Praha: Professional Publishing s.r.o., 2019, 152 pp. ISBN 978-80-88260-36-3.
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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
Original language Czech
Type of outcome Book on a specialized topic
Field of Study 50204 Business and management
Country of publisher Czech Republic
Confidentiality degree is not subject to a state or trade secret
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
Changed by Changed by: Ing. Kateřina Matušínská, Ph.D., učo 21353. Changed: 13/12/2019 17:51.
Abstract
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.
Abstract (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.
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