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    2023

    1. Marketingová komunikace: Distanční studijní text
      MATUŠÍNSKÁ, Kateřina. Marketingová komunikace: Distanční studijní text. 4. rozšíř. a aktual. vyd. Karviná: Slezská univerzita v Opavě, Obchodně podnikatelská fakulta v Karviné, 2023, 295 pp. ISBN 978-80-7510-574-5.
      Czech. Czech Republic.
      Reviewed: yes
      Changed by: Ing. Robert Kempný, učo 19500. Changed: 4/12/2023 10:04.
      More: https://is.slu.cz/publication/72461/en
    2. Unlocking Generation Y: Marketing Segmentation Via Lifestyle Insights
      KOPŘIVOVÁ, Veronika and Kateřina MATUŠÍNSKÁ. Unlocking Generation Y: Marketing Segmentation Via Lifestyle Insights. Communication Today. Trnava: Univerzita svatého Cyrila a Metoděje Trnava, 2023, vol. 14, No 2, p. 122-139. ISSN 1338-130X. Available from: https://dx.doi.org/10.34135/communicationtoday.2023.Vol.14.No.2.9.
      Domovská stránka časopisu
      RIV/47813059:19520/23:A0000411 Article in a journal. English. Slovakia.
      Kopřivová, Veronika (703 Slovakia, guarantor, belonging to the institution) -- Matušínská, Kateřina (203 Czech Republic, belonging to the institution)
      Keywords in English: Millennials;brands;exploratory factor analysis;cluster analysis;segmentation
      International impact: yes
      Reviewed: yes
      Changed by: Miroslava Snopková, učo 43819. Changed: 1/4/2024 15:14.
      More: https://is.slu.cz/publication/74303/en
    3. 4th International Conference on Decision Making for Small and Medium-Sized Enterprises. Conference Proceedings.
      ŠPERKA, Roman, Petr SUCHÁNEK, Jarmila DUHÁČEK ŠEBESTOVÁ, Radim DOLÁK, Tomáš BARČÁK, Radka BAUEROVÁ, Šárka ČEMERKOVÁ, Michal HALAŠKA, Radmila KRKOŠKOVÁ, Kateřina MATUŠÍNSKÁ, Jiří MAZUREK, Žaneta RYLKOVÁ and Šárka ZAPLETALOVÁ. 4th International Conference on Decision Making for Small and Medium-Sized Enterprises. Conference Proceedings. Karviná: Slezská univerzita v Opavě, Obchodně podnikatelská fakulta v Karviné, 2023, 264 pp. ISBN 978-80-7510-554-7.
      URL
      English. Czech Republic.
      Keywords in English: ADF test; Granger causality; macroeconomic variables; SME; VEC model
      Type of proceedings: post-proceedings
      International impact: yes
      Reviewed: yes
      Changed by: Miroslava Snopková, učo 43819. Changed: 1/4/2024 17:59.
      More: https://is.slu.cz/publication/70182/en

    2022

    1. Consumer Perception of Regional Brands in Czechia in 2021
      STOKLASA, Michal and Kateřina MATUŠÍNSKÁ. Consumer Perception of Regional Brands in Czechia in 2021. Scientific Papers of the University of Pardubice - Series D. 2022, vol. 30, No 1, p. 1-12. ISSN 1804-8048. Available from: https://dx.doi.org/10.46585/sp30011359.
      Odkaz na článek
      Name (in English): Consumer Perception of Regional Brands in Czechia in 2021
      RIV/47813059:19520/22:A0000306 Article in a journal. English. Czech Republic.
      Stoklasa, Michal (203 Czech Republic, guarantor, belonging to the institution) -- Matušínská, Kateřina (203 Czech Republic, belonging to the institution)
      Keywords in English: Consumer Behaviour; Regional Brand; Regional Brand Characteristics; Brand Model; Brand Awareness; Customer Characteristics
      Changed by: Ing. Michal Stoklasa, Ph.D., učo 20807. Changed: 28/11/2022 08:53.
      More: https://is.slu.cz/publication/57901/en
    2. The appeals and level of involvement influencing purchasing decision
      MATUŠÍNSKÁ, Kateřina and Michal STOKLASA. The appeals and level of involvement influencing purchasing decision. Management & Marketing. Challenges for the Knowledge Society. De Gruyter Poland, 2022, vol. 17, No 3, p. 234-254. ISSN 1842-0206. Available from: https://dx.doi.org/10.2478/mmcks-2022-0013.
      URL
      Name (in English): The appeals and level of involvement influencing purchasing decision
      RIV/47813059:19520/22:A0000332 Article in a journal. English. Poland.
      Matušínská, Kateřina (203 Czech Republic, guarantor, belonging to the institution) -- Stoklasa, Michal (203 Czech Republic, belonging to the institution)
      Keywords in English: Foote-Cone-Belding (FCB) model;emotion;rationality;involvement theory;purchasing decision process;marketing
      International impact: yes
      Reviewed: yes
      Changed by: Ing. Kateřina Matušínská, Ph.D., učo 21353. Changed: 18/11/2022 14:43.
      More: https://is.slu.cz/publication/63730/en

    2021

    1. Advertising Strategy according to the Concept of the FCB Model in the Conditions of the Various Generations.
      MATUŠÍNSKÁ, Kateřina and Michal STOKLASA. Advertising Strategy according to the Concept of the FCB Model in the Conditions of the Various Generations. E & M EKONOMIE A MANAGEMENT. LIBEREC 1: TECHNICAL UNIV LIBEREC, 2021, vol. 24, No 4, p. 189-205. ISSN 1212-3609. Available from: https://dx.doi.org/10.15240/tul/001/2021-4-012.
      URL
      RIV/47813059:19520/21:A0000235 Article in a journal. English. Czech Republic.
      Matušínská, Kateřina (203 Czech Republic, guarantor, belonging to the institution) -- Stoklasa, Michal (203 Czech Republic, belonging to the institution)
      Keywords in English: Advertising;emotional and rational appeal; FCB grid; involvement theory; marketing communication
      International impact: yes
      Reviewed: yes
      Changed by: Ing. Kateřina Matušínská, Ph.D., učo 21353. Changed: 7/1/2022 10:49.
      More: https://is.slu.cz/publication/54910/en
    2. International conference on Decision making for Small and Medium-Sized Enterprises
      DUHÁČEK ŠEBESTOVÁ, Jarmila, Roman ŠPERKA, Petr SUCHÁNEK, Šárka ČEMERKOVÁ, Žaneta RYLKOVÁ, Kateřina MATUŠÍNSKÁ, Radka BAUEROVÁ, Jiří MAZUREK and Radim DOLÁK. International conference on Decision making for Small and Medium-Sized Enterprises. In Proceedings. Karviná: Silesian University in Opava, School of Business Administration in Karvina, 2021. ISBN 978-80-7510-456-4.
      URL
      English. Czech Republic.
      International impact: yes
      Reviewed: yes
      Changed by: Miroslava Snopková, učo 43819. Changed: 12/4/2022 10:12.
      More: https://is.slu.cz/publication/51122/en
    3. Marketing finančních služeb: Distanční studijní text (Marketing of Financial Services)
      MATUŠÍNSKÁ, Kateřina. Marketing finančních služeb: Distanční studijní text (Marketing of Financial Services). 2nd ed. Karviná: Slezská univerzita v Opavě Obchodně podnikatelská fakulta v Karviné, 2021, 266 pp. ISBN 978-80-7510-447-2.
      Name (in English): Marketing of Financial Services
      Czech. Czech Republic.
      Reviewed: yes
      Changed by: Ing. Robert Kempný, učo 19500. Changed: 10/2/2021 17:05.
      More: https://is.slu.cz/publication/42981/en
    4. Rational and Emotional Aspects of Consumer Behaviour
      MATUŠÍNSKÁ, Kateřina and Šárka ZAPLETALOVÁ. Rational and Emotional Aspects of Consumer Behaviour. Forum Scientiae Oeconomia. Dąbrowa Górnicza: Wydawnictwo Naukowe Akademii WSB, 2021, vol. 9, No 2, p. 95-110. ISSN 2300-5947. Available from: https://dx.doi.org/10.23762/FSO_VOL9_NO2_5.
      URL
      Name in Czech: Racionální a emocionální aspekty spotřebitelského chování
      Name (in English): Rational and Emotional Aspects of Consumer Behaviour
      RIV/47813059:19520/21:A0000209 Article in a journal. English. Poland.
      Matušínská, Kateřina (203 Czech Republic, guarantor, belonging to the institution) -- Zapletalová, Šárka (203 Czech Republic, belonging to the institution)
      Keywords in English: Consumer behaviour;emotional and rational appeal;Foote-Cone-Belding model;marketing communication;hierarchy of effects models
      International impact: yes
      Reviewed: yes
      Changed by: Miroslava Snopková, učo 43819. Changed: 12/4/2022 14:07.
      More: https://is.slu.cz/publication/51341/en
    5. 3rd International Conference on Decision Making for Small and Medium-Sized Enterprises. Conference Proceedings.
      DUHÁČEK ŠEBESTOVÁ, Jarmila, Roman ŠPERKA, Petr SUCHÁNEK, Šárka ČEMERKOVÁ, Žaneta RYLKOVÁ, Kateřina MATUŠÍNSKÁ, Radka BAUEROVÁ, Jiří MAZUREK and Radim DOLÁK. 3rd International Conference on Decision Making for Small and Medium-Sized Enterprises. Conference Proceedings. Karviná: Slezská univerzita v Opavě, Obchodně podnikatelská fakulta v Karviné, 2021, 710 pp. ISBN 978-80-7510-457-1.

      Type of proceedings: post-proceedings
      Changed by: doc. RNDr. Ing. Roman Šperka, Ph.D., učo 18157. Changed: 11/7/2023 10:11.
      More: https://is.slu.cz/publication/58521/en

    2020

    1. Brand Meaning for Consumers from Dissimilar Generations
      BRACINÍKOVÁ, Veronika and Kateřina MATUŠÍNSKÁ. Brand Meaning for Consumers from Dissimilar Generations. Scientific Papers of the University of Pardubice, Series D. Pardubice: Univerzita Pardubice, 2020, vol. 28, No 1, p. 29-42. ISSN 1211-555X.
      URL
      Name in Czech: Význam značky pro spotřebitele z pohledu různých generací
      Name (in English): Brand Meaning for Consumers from Dissimilar Generations
      RIV/47813059:19520/20:A0000137 Article in a journal. English. Czech Republic.
      Braciníková, Veronika (703 Slovakia, guarantor, belonging to the institution) -- Matušínská, Kateřina (203 Czech Republic, belonging to the institution)
      Keywords in English: attitudes;branding;brand equity;degree of identification;generation
      International impact: yes
      Reviewed: yes
      Changed by: Ing. Kateřina Matušínská, Ph.D., učo 21353. Changed: 22/9/2020 11:23.
      More: https://is.slu.cz/publication/41062/en
    2. Clustering of Millennials by Brand Perceptions in Relation to Demographic Factors
      BRACINÍKOVÁ, Veronika and Kateřina MATUŠÍNSKÁ. Clustering of Millennials by Brand Perceptions in Relation to Demographic Factors. Central European Business Review. 2020, vol. 9, No 5, p. 63-80. ISSN 1805-4854. Available from: https://dx.doi.org/10.18267/j.cebr.253.
      URL
      RIV/47813059:19520/20:A0000161 Article in a journal. English. Czech Republic.
      Braciníková, Veronika (703 Slovakia, belonging to the institution) -- Matušínská, Kateřina (203 Czech Republic, belonging to the institution)
      Keywords in English: brand perceptions;generation;Millennials
      Changed by: Ing. Kateřina Matušínská, Ph.D., učo 21353. Changed: 4/3/2021 09:23.
      More: https://is.slu.cz/publication/44506/en

    2019

    1. Akceptace technologie z pohledu marketingových nástrojů (Technology acceptance in the context of marketing tools)
      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.
      Name (in English): Technology acceptance in the context of marketing tools
      RIV/47813059:19520/19:A0000032 Book on a specialized topic. Czech. Czech Republic.
      Matušínská, Kateřina (203 Czech Republic, guarantor, belonging to the institution) -- Klepek, Martin (203 Czech Republic, belonging to the institution) -- Starzyczná, Halina (203 Czech Republic, belonging to the institution) -- Stoklasa, Michal (703 Slovakia, belonging to the institution) -- Bauerová, Radka (203 Czech Republic, belonging to the institution) -- Braciníková, Veronika (203 Czech Republic, belonging to the institution) -- Langerová, Adéla (203 Czech Republic, belonging to the institution) -- Kubalová, Radka (203 Czech Republic, belonging to the institution)
      Keywords in English: CRM; generation; SME; WPDCA method; Millennials; online shopping; TAM model; brand
      Reviewed: yes
      Changed by: Ing. Kateřina Matušínská, Ph.D., učo 21353. Changed: 13/12/2019 17:51.
      More: https://is.slu.cz/publication/32537/en
    2. International conference on Decision making for Small and Medium-Sized Enterprises
      ŠPERKA, Roman, Petr SUCHÁNEK, Jarmila ŠEBESTOVÁ, Žaneta RYLKOVÁ, Kateřina MATUŠÍNSKÁ, Jiří MAZUREK, Šárka ČEMERKOVÁ and Radim DOLÁK. International conference on Decision making for Small and Medium-Sized Enterprises. In Proceedings. Karvina: Silesian University in Opava, School of Business Administration in Karvina, 2019. ISBN 978-80-7510-339-0.
      URL
      English. Czech Republic.
      Changed by: doc. RNDr. Ing. Roman Šperka, Ph.D., učo 18157. Changed: 27/10/2019 10:35.
      More: https://is.slu.cz/publication/31569/en
    3. Komunikační a prezentační dovednosti: Distanční studijní text (Presentation and communication skills: Distance learning study materials)
      MATUŠÍNSKÁ, Kateřina and Veronika BRACINÍKOVÁ. Komunikační a prezentační dovednosti: Distanční studijní text (Presentation and communication skills: Distance learning study materials). 1st ed. Karviná: SU Opava, OPF Karviná, 2019, 195 pp. ISBN 978-80-7510-371-0.
      Name in Czech: Komunikační a prezentační dovednosti: Distanční studijní text
      Name (in English): Presentation and communication skills: Distance learning study materials
      Czech. Czech Republic.
      Keywords in English: verbal communication; nonverbal communication; business meeting;personality; team communication; media relations; crisis communication; CRM; internal marketing; international market; data visualization; communication in English
      Reviewed: yes
      Changed by: Mgr. Petra Višnická, učo 54899. Changed: 23/3/2020 08:52.
      More: https://is.slu.cz/publication/32528/en
    4. Marketing in Theory and Practice
      MATUŠÍNSKÁ, Kateřina, Martin KLEPEK and Michal STOKLASA. Marketing in Theory and Practice. Karviná: SU Opava, OPF Karviná, 2019, 183 pp. ISBN 978-80-7510-341-3.
      Name (in English): Marketing in Theory and Practice
      RIV/47813059:19520/19:A0000029 Teaching aids, texts (including individual chapters in textbooks). English. Czech Republic.
      Matušínská, Kateřina (203 Czech Republic, guarantor, belonging to the institution) -- Klepek, Martin (203 Czech Republic, belonging to the institution) -- Stoklasa, Michal (203 Czech Republic, belonging to the institution)
      Keywords in English: marketing mix; marketing concept; marketing research; marketing environment; strategy and plan; consumer behaviour; business market; STP
      Reviewed: yes
      Changed by: Miroslava Snopková, učo 43819. Changed: 7/5/2020 12:36.
      More: https://is.slu.cz/publication/32520/en
    5. Marketingová komunikace: Distanční studijní text
      MATUŠÍNSKÁ, Kateřina and Michal STOKLASA. Marketingová komunikace: Distanční studijní text. 3rd ed. Karviná: Slezská univerzita v Opavě, Obchodně podnikatelská fakulta v Karviné, 2019, 247 pp.
      Changed by: Ing. Robert Kempný, učo 19500. Changed: 26/9/2023 12:51.
      More: https://is.slu.cz/publication/71401/en
    6. Segmenting of Czech Millenials by chosen factors in relation to mobile phone usage behaviour
      BRACINÍKOVÁ, Veronika and Kateřina MATUŠÍNSKÁ. Segmenting of Czech Millenials by chosen factors in relation to mobile phone usage behaviour. Online. In Prof. Ing. Alená Kusá, PhD., Prof. Ing. Anna Zaušková, PhD., Mgr. Zuzana Bučková, PhD. Conference Proceedings from International Scientific Conference Marketing Identity 2019 – Offline is the new online. Trnava: Fakulta masmediálnej komunikácie UCM, 2019, p. 439-454. ISBN 978-80-572-0038-3.
      URL
      Name (in English): Segmenting of Czech Millenials by chosen factors in relation to mobile phone usage behaviour
      RIV/47813059:19520/19:A0000102 Proceedings paper. English. Slovakia.
      Braciníková, Veronika (703 Slovakia, belonging to the institution) -- Matušínská, Kateřina (203 Czech Republic, belonging to the institution)
      Keywords in English: Consumer Behaviour; Demographic Segmentation Criteria; Millennials; Mobile Usage; Psychographic Segmentation Criteria; Segmentation
      Changed by: Ing. Kateřina Matušínská, Ph.D., učo 21353. Changed: 28/2/2020 19:30.
      More: https://is.slu.cz/publication/36744/en
    7. The Ratio of Sense and Sensibility in Decision Buying Process of Millennials in Czech Republic
      BRACINÍKOVÁ, Veronika and Kateřina MATUŠÍNSKÁ. The Ratio of Sense and Sensibility in Decision Buying Process of Millennials in Czech Republic. Online. In Šperka, R., P. Suchánek, J. Šebestová, Ž. Rylková, K. Matušínská, J. Mazurek, Š. Čemerková and R. Dolák (eds.). 2nd International conference on Decision making for Small and Medium-Sized Enterprises. Karviná: SU Opava, OPF Karviná, 2019, p. 42-51. ISBN 978-80-7510-339-0.
      Name (in English): The Ratio of Sense and Sensibility in Decision Buying Process of Millennials in Czech Republic
      RIV/47813059:19520/19:A0000030 Proceedings paper. English. Czech Republic.
      Braciníková, Veronika (703 Slovakia, belonging to the institution) -- Matušínská, Kateřina (203 Czech Republic, guarantor, belonging to the institution)
      Keywords in English: Millennials; generation; sense; sensibility;brand
      Type of proceedings: post-proceedings
      Reviewed: yes
      Changed by: Miroslava Snopková, učo 43819. Changed: 7/5/2020 12:28.
      More: https://is.slu.cz/publication/32530/en
    8. The State of Strategic Marketing Application in Czech Small and Medium-Sized Enterprises
      MATUŠÍNSKÁ, Kateřina and Michal STOKLASA. The State of Strategic Marketing Application in Czech Small and Medium-Sized Enterprises. Scientific Annals of Economics and Business. 2019, vol. 66, No 2, p. 193-212. ISSN 2501-1960. Available from: https://dx.doi.org/10.2478/saeb-2019-00122019-0012.
      URL
      Name (in English): The State of Strategic Marketing Application in Czech Small and Medium-Sized Enterprises
      RIV/47813059:19520/19:A0000031 Article in a journal. English. Romania.
      Matušínská, Kateřina (203 Czech Republic, guarantor, belonging to the institution) -- Stoklasa, Michal (203 Czech Republic, belonging to the institution)
      Keywords in English: small and medium-sized enterprises; strategic marketing; strategy; marketing research
      International impact: yes
      Reviewed: yes
      Changed by: Miroslava Snopková, učo 43819. Changed: 7/5/2020 12:20.
      More: https://is.slu.cz/publication/32533/en

    2018

    1. Technological Skills Across Generations
      BRACINÍKOVÁ, Veronika and Kateřina MATUŠÍNSKÁ. Technological Skills Across Generations. Online. In Conference Proceedings from 18th Scientific Conference: Globalization and its socio-economic consequences. Žilina: University of Žilina, Faculty of Operation and Economics of Transport and Communications, Department of Economics, 2018, p. 2000-2006. ISBN 978-80-8154-249-7.
      Name (in English): Technological Skills Across Generations
      RIV/47813059:19520/18:00011092 Proceedings paper. English.
      Braciníková, Veronika (703 Slovakia, belonging to the institution) -- Matušínská, Kateřina (203 Czech Republic, belonging to the institution)
      Keywords in English: Millennials; Generation X; Baby boomers; Technology
      Changed by: RNDr. Daniel Jakubík, učo 139797. Changed: 21/11/2019 15:04.
      More: https://is.slu.cz/publication/32002/en
    2. THE CONNECTIONS BETWEEN BRANDS AND DIFFERENT GENERATIONS
      BRACINÍKOVÁ, Veronika and Kateřina MATUŠÍNSKÁ. THE CONNECTIONS BETWEEN BRANDS AND DIFFERENT GENERATIONS. Online. In Proceedings of 11th International Scientific Conference KARVINÁ PH.D. CONFERENCE ON BUSINESS AND ECONOMICS. Karviná: OPF Karviná, 2018, p. 1-7. ISBN 978-80-7510-322-2.
      Name (in English): THE CONNECTIONS BETWEEN BRANDS AND DIFFERENT GENERATIONS
      RIV/47813059:19520/18:00011193 Proceedings paper. English.
      Braciníková, Veronika (703 Slovakia, belonging to the institution) -- Matušínská, Kateřina (203 Czech Republic, belonging to the institution)
      Keywords in English: Brand; Brand Identification; Consumer; Generations; Marketing Communication.
      Changed by: RNDr. Daniel Jakubík, učo 139797. Changed: 21/11/2019 15:05.
      More: https://is.slu.cz/publication/32051/en

    2017

    1. Important Steps of Managing the Strong Brand Identity
      BRACINÍKOVÁ, Veronika and Kateřina MATUŠÍNSKÁ. Important Steps of Managing the Strong Brand Identity. Online. In Proceedings of 10th International Scientific Conference "Karviná Ph.D. Conference on Business and Economics. Karviná: OPF Karviná, 2017, p. 13-30, 17 pp. ISBN 978-80-7510-265-2.
      Name (in English): Important Steps of Managing the Strong Brand Identity
      RIV/47813059:19520/17:00010905 Proceedings paper. English.
      Braciníková, Veronika (703 Slovakia, belonging to the institution) -- Matušínská, Kateřina (203 Czech Republic, belonging to the institution)
      Keywords in English: Brand Values; Segmentation; Targeting; Positioning
      Changed by: RNDr. Daniel Jakubík, učo 139797. Changed: 7/2/2020 10:57.
      More: https://is.slu.cz/publication/35940/en
    2. Marketing mix of financial services from the customers´ perspective
      BRACINÍKOVÁ, Veronika and Kateřina MATUŠÍNSKÁ. Marketing mix of financial services from the customers´ perspective. Forum Scientiae Oeconomia. 2017, vol. 5, No 4, p. 35-48, 13 pp. ISSN 2300-5947.
      Name (in English): Marketing mix of financial services from the customers´ perspective
      RIV/47813059:19520/17:00010907 Article in a journal. English. Poland.
      Braciníková, Veronika (703 Slovakia, belonging to the institution) -- Matušínská, Kateřina (203 Czech Republic, belonging to the institution)
      Keywords in English: marketing; marketing mix "5C"; financial services; primary marketing research.
      Changed by: RNDr. Daniel Jakubík, učo 139797. Changed: 7/2/2020 10:57.
      More: https://is.slu.cz/publication/35942/en
    3. PERCEPTIONS OF CZECH MILLENNIALS' MEDIA CONSUMPTION AND COMMUNICATION MEANS
      BRACINÍKOVÁ, Veronika and Kateřina MATUŠÍNSKÁ. PERCEPTIONS OF CZECH MILLENNIALS' MEDIA CONSUMPTION AND COMMUNICATION MEANS. In MARKETING IDENTITY - online rules - part II. Trnava: Univerzita sv. Cyrila a Metoděje, Trnava, 2017, p. 16-28. ISBN 978-80-8105-918-6.
      Name (in English): PERCEPTIONS OF CZECH MILLENNIALS' MEDIA CONSUMPTION AND COMMUNICATION MEANS
      RIV/47813059:19520/17:00011018 Proceedings paper. English.
      Braciníková, Veronika (703 Slovakia, belonging to the institution) -- Matušínská, Kateřina (203 Czech Republic, belonging to the institution)
      Keywords in English: millennials; communication means; media consumption; use of technology
      Changed by: RNDr. Daniel Jakubík, učo 139797. Changed: 7/2/2020 10:58.
      More: https://is.slu.cz/publication/36019/en
    4. The Concept 5C of Tactical Marketing in Financial Services
      BRACINÍKOVÁ, Veronika and Kateřina MATUŠÍNSKÁ. The Concept 5C of Tactical Marketing in Financial Services. In Decision making for Small and Medium-Sized Enterprises. Karviná: OPF Karviná, 2017, p. 36-47. ISBN 978-80-7510-243-0.
      Name (in English): The Concept 5C of Tactical Marketing in Financial Services
      RIV/47813059:19520/17:00010861 Proceedings paper. English.
      Braciníková, Veronika (703 Slovakia, belonging to the institution) -- Matušínská, Kateřina (203 Czech Republic, belonging to the institution)
      Keywords in English: marketing; marketing mix "5C"; financial services; primary marketing research
      Changed by: RNDr. Daniel Jakubík, učo 139797. Changed: 7/2/2020 10:57.
      More: https://is.slu.cz/publication/35908/en

    2008

    1. Marketing finančních služeb: Distanční studijní opora
      MATUŠÍNSKÁ, Kateřina. Marketing finančních služeb: Distanční studijní opora. 1st ed. Karviná: Slezská univerzita v Opavě Obchodně podnikatelská fakulta v Karviné, 2008, 202 pp.

      Reviewed: yes
      Changed by: Ing. Robert Kempný, učo 19500. Changed: 19/11/2020 15:29.
      More: https://is.slu.cz/publication/42980/en

    2007

    1. Marketingová komunikace
      MATUŠÍNSKÁ, Kateřina. Marketingová komunikace. Karviná: Slezská univerzita v Opavě, Obchodně podnikatelská fakulta v Karviné, 2007, 237 pp. ISBN 978-80-7248-445-4.

      Reviewed: yes
      Changed by: Ing. Robert Kempný, učo 19500. Changed: 26/9/2023 14:07.
      More: https://is.slu.cz/publication/12309/en
Displayed: 3/5/2024 04:55