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@inproceedings{6625, author = {Petrů, Naděžda and Zich, František}, address = {Trnava}, booktitle = {Proceedings from International Scientific Conference Marketing Identity 2017}, edition = {1.}, editor = {Petranová, Dana, Čábyová Ludmila, Bezáková Zuzana}, keywords = {Family business; Marketing; Marketing 4.0.; Marketing communication; Marketing vitality; Trend communication technologies}, howpublished = {tištěná verze "print"}, language = {eng}, location = {Trnava}, isbn = {978-80-8105-918-6}, pages = {397-409}, publisher = {Faculty of Mass Media Communication University of SS. Cyril a Methodius}, title = {EVALUATION OF FAMILY BUSINESS MARKETING ACTIVITIES}, url = {https://fmk.sk/download/konferencie/online-rules-II.pdf}, year = {2018} }
TY - JOUR ID - 6625 AU - Petrů, Naděžda - Zich, František PY - 2018 TI - EVALUATION OF FAMILY BUSINESS MARKETING ACTIVITIES PB - Faculty of Mass Media Communication University of SS. Cyril a Methodius CY - Trnava SN - 9788081059186 KW - Family business KW - Marketing KW - Marketing 4.0. KW - Marketing communication KW - Marketing vitality KW - Trend communication technologies UR - https://fmk.sk/download/konferencie/online-rules-II.pdf L2 - https://fmk.sk/download/konferencie/online-rules-II.pdf N2 - Last year’s contribution titled Czech family business brand as a tradition bearer was focused on the importance of a brand, which, in case of family business, is presented primarily by a founder’s name and surname. It has been stated that family business brands or brands of their products often have a higher value than the rest of the whole company. The acquired knowledge has led the authors to set an additional scientific goal - to evaluate marketing activities of family businesses, to evaluate, among others, whether they are ready or whether they use digital communication channels and online media to promote their brand, the products or services offered. The contribution is based on general scientific methods, especially the method of compilation of specialized texts, primary quantitative research, deduction and generalization. The results of this study confirmed the assumption that smaller family business owners prefer intuitive marketing tools. In the field of creating and implementing a marketing strategy using modern communication tools, there are considerable reserves that, in particular, in case of family businesses with fewer employees, the marketing practice is far from the level required by introduction of new technologies. ER -
PETRŮ, Naděžda and František ZICH. EVALUATION OF FAMILY BUSINESS MARKETING ACTIVITIES. In Petranová, Dana, Čábyová Ludmila, Bezáková Zuzana. \textit{Proceedings from International Scientific Conference Marketing Identity 2017}. 1st ed. Trnava: Faculty of Mass Media Communication University of SS. Cyril a Methodius, 2018, p.~397-409. ISBN~978-80-8105-918-6.
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