In the original language
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.