Marketing Information and its Impact on Generation Z.

@inproceedings{6857,
   author = {Kupec, Václav},
   address = {Trnava},
   booktitle = {MEGATRENDS AND MEDIA: Media Future.},
   editor = {PETRANOVÁ, D. a S. MAGÁL},
   keywords = {Communication; Generation Z; Information; Management; Marketing.},
   howpublished = {tištěná verze "print"},
   language = {eng},
   location = {Trnava},
   isbn = {978-80-8105-861-5},
   pages = {264-278},
   publisher = {UCM v Trnave},
   title = {Marketing Information and its Impact on Generation Z.},
   url = {https://fmk.sk/download/konferencie/Megatrends-and-Media-Media-future.pdf},
   year = {2017}
}

TY  - JOUR
ID  - 6857
AU  - Kupec, Václav
PY  - 2017
TI  - Marketing Information and its Impact on Generation Z.
PB  - UCM v Trnave
CY  - Trnava
SN  - 9788081058615
KW  - Communication
KW  - Generation Z
KW  - Information
KW  - Management
KW  - Marketing.
UR  - https://fmk.sk/download/konferencie/Megatrends-and-Media-Media-future.pdf
N2  - The marketing mosaic consists of many unique pieces that make a perfectly compact whole provided they are placed together carefully. However, at present it is not easy to put together the mosaic so that it bears appropriate marketing information. This is particularly true for Generation Z, whose communication oscillates between live and digital environments, which also correlates with their specific perception of information. The aim of the presented study is, therefore, to define Generation Z’s relationship to marketing information depending on the source of the information. The methods used in the project include marketing research, calculation of results and final presentation using descriptive statistics on a sample of the abovementioned demographic group. Consequently, the conclusion deals with verification of the hypothesis which assumes that Generation Z is resistant to information coming from traditional channels. In this way, company management can use the findings for more efficient marketing communication and innovative approach to target segments.
ER  - 

KUPEC, Václav. Marketing Information and its Impact on Generation Z. In PETRANOVÁ, D. a S. MAGÁL. \textit{MEGATRENDS AND MEDIA: Media Future.}. Trnava: UCM v Trnave, 2017, s.~264-278, 356 s. ISBN~978-80-8105-861-5.