TRADIČNÉ NÁSTROJE VERZUS NOVÉ FORMY A TRENDY V MARKETINGOVEJ KOMUNIKÁCII PODNIKOV NA SLOVENSKU

Katarína Grančičová, Dana Hrušovská
2015 Trendy v podnikání  
The changes taking place in the marketing environment of companies since the beginning of the 21st century can be described as fundamental. Marketing reacts to them by changing its orientation and developing its tools, as well as the means of their use in practice. In marketing communication, and especially in establishing the communication mix, the following aspects are becoming key: below-the-line activities, direct marketing, the internet, social networks and creative communication campaigns
more » ... unication campaigns with the aim of promoting communication among customers (WoM). In the context of the above-mentioned trends and using data from a questionnaire-based survey, this article evaluates the quality of marketing communication of Slovak companies, with an emphasis on the extent of use of current trends and new forms in their marketing communication. This analysis also includes a statistical verification of how the use of new trends and forms of marketing communication depends on selected factors, as well as an evaluation of the impact of these factors on the given area. The selection of factors, such as company size, presence of foreign capital, sector, or primary market orientation of the company, was based on a logical assumption of their potential relevance for the studied subject. The article concludes by summarizing the established facts and outlining both existing problems and their possible solutions. The main finding is that the marketing communication of Slovak companies has not yet seen the expected shift as regards the importance of the individual forms of communication. In other words, traditional forms of communication are still prevailing. The use of alternative forms of marketing is another problem, since they are generally not seen as trustworthy, they are underestimated, and there is a general lack of experience regarding their use.
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