Retail support using modern marketing communication tools
| dc.contributor.author | Hes, Aleš | |
| dc.contributor.author | Šálková, Daniela | |
| dc.contributor.author | Valůch, Martin | |
| dc.contributor.editor | Šlechtová Sojková, Olga | |
| dc.date.accessioned | 2023-10-25T08:50:22Z | |
| dc.date.available | 2023-10-25T08:50:22Z | |
| dc.date.issued | 2022 | |
| dc.description.abstract-translated | Currently, sales support within marketing communication is taking shape in comprehensive forms, which are becoming an influential determinant of customer behaviour and the retail environment. The changes brought about by digitization in the field of communication put the consumer in a different position as a decision-maker. It is he who receives the information, and it is entirely up to him to choose and use the form of communication channel. It is proven that consumers make decisions at the last minute, especially thanks to modern sales support tools. This change in the position of the consumer leads the retail industry to search for new ways of selling concepts that will become an influential factor of competitiveness in the domestic and global markets. The article points to this new challenge for retail in the area of greater use of creative thinking, where digitization and creativity in communication play a key role. | en |
| dc.format | 11 s. | cs |
| dc.format.mimetype | application/pdf | |
| dc.identifier.citation | ŠLECHTOVÁ SOJKOVÁ, O. (ed.) Trendy v podnikání 2022, Plzeň 2023, s. 101-111. | cs |
| dc.identifier.isbn | 978-80-261-1129-0 | |
| dc.identifier.uri | http://hdl.handle.net/11025/54503 | |
| dc.language.iso | en | en |
| dc.publisher | Faculty of Economics University of West Bohemia | en |
| dc.rights | © Authors of papers | en |
| dc.rights.access | openAccess | en |
| dc.subject | maloobchod | cs |
| dc.subject | spotřebitel | cs |
| dc.subject | podpora prodeje | cs |
| dc.subject | komunikace | cs |
| dc.subject | trh | cs |
| dc.subject.translated | retail | en |
| dc.subject.translated | consumer | en |
| dc.subject.translated | sales support | en |
| dc.subject.translated | communication | en |
| dc.subject.translated | market | en |
| dc.title | Retail support using modern marketing communication tools | en |
| dc.type | konferenční příspěvek | cs |
| dc.type | conferenceObject | en |
| dc.type.status | Peer-reviewed | en |
| dc.type.version | publishedVersion | en |
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