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@article{6308, author = {Smiřinská, Markéta and Kupec, Václav}, article_location = {Praha}, article_number = {3}, keywords = {analytics; communication; inquiries; management; marketing}, language = {eng}, issn = {1801-7118}, journal = {Scientia et Societas}, title = {The Evaluation of Marketing Communication}, url = {http://files.sets.cz/200000237-00d1401cb9/Scientia%203_2017.pdf}, volume = {13}, year = {2017} }
TY - JOUR ID - 6308 AU - Smiřinská, Markéta - Kupec, Václav PY - 2017 TI - The Evaluation of Marketing Communication JF - Scientia et Societas VL - 13 IS - 3 SP - 23-34 EP - 23-34 PB - Newton College SN - 18017118 KW - analytics KW - communication KW - inquiries KW - management KW - marketing UR - http://files.sets.cz/200000237-00d1401cb9/Scientia%203_2017.pdf L2 - http://files.sets.cz/200000237-00d1401cb9/Scientia%203_2017.pdf N2 - Marketing communication is an important element of today's management. Therefore, an efficient transmission of information through adequate media is a key strategy of modern firms. The problem of marketing communication can be responsibly managed by analytical approaches allowing comprehensive evaluation from theoretical analysis to practical recommendations. The aim of this paper is to analyse marketing communication in a selected environment, present new findings and recommendations to improve this marketing communication. The assignment is dealt with methodically using audit analyses of selected instruments – marketing communication media in the cosmetic industry sector with focus on a more generalising interpretation. The main findings of the paper include particular results of the inquiries that quantitatively identify deficiencies in analytical processes. Subsequently, recommendations regulating the utilised communication are made. Therefore, it can be said that marketing communication analysis significantly contributes to its responsible management which may be reflected in economic results of firms. ER -
SMIŘINSKÁ, Markéta a Václav KUPEC. The Evaluation of Marketing Communication. \textit{Scientia et Societas}. Praha: Newton College, 2017, roč.~13, č.~3, s.~23-34. ISSN~1801-7118.
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