Creative Educational Labs Pave the Way for Education-based Marketing

@inproceedings{8577,
   author = {Knihová, Ladislava},
   address = {Trnava},
   booktitle = {Conference Proceedings from the Annual International Scientific Conference “Marketing Identity 2019: Offline is the new online”, 5th – 6th November 2019, Congress Hall of the Slovak Academy of Sciences, Smolenice, Slovakia},
   edition = {1. vyd.},
   editor = {Prof. Ing. Alena Kusá, PhD. Prof. Ing. Anna Zaušková, PhD. Mgr. Zuzana Bučková, PhD.},
   keywords = {Creative educational labs. Customer education. Digital communication channels. Education-based marketing. Marketing paradigm. Social media platforms.},
   howpublished = {elektronická verze "online"},
   language = {eng},
   location = {Trnava},
   isbn = {978-80-572-0038-3},
   note = {afiliace k VŠE},
   pages = {104-117},
   publisher = {Fakulta masmediálnej komunikace},
   title = {Creative Educational Labs Pave the Way for Education-based Marketing},
   url = {https://fmk.sk/marketing-identity-mi2019/},
   year = {2019}
}

TY  - JOUR
ID  - 8577
AU  - Knihová, Ladislava
PY  - 2019
TI  - Creative Educational Labs Pave the Way for Education-based Marketing
PB  - Fakulta masmediálnej komunikace
CY  - Trnava
SN  - 9788057200383
N1  - afiliace k VŠE
KW  - Creative educational labs. Customer education. Digital communication channels. Education-based marketing. Marketing paradigm. Social media platforms.
UR  - https://fmk.sk/marketing-identity-mi2019/
N2  - Customer education has been a common marketing practice for quite a long time. Originally, companies focused exclusively on products and their features in their communication activities towards customers. Nowadays, the true value of a product user base lies predominantly in the depth of its engagement. As such, companies and brands place community engagement at the heart of their marketing strategies. Moreover, the era of banner blindness and ad fatigue, resulting in declining ad performance, represents new challenges for marketing experts. In their attempt to seek innovative and effective communication channels, companies started to recognize the high potential of customer education as a tool for boosting customer loyalty and accelerating the overall positive impact in terms of their business results. The objective of this paper is twofold. First, based on Apple's innovative education programme, called “Today at Apple”, to examine, analyse and critically evaluate the innovative methods, formats, content and potential of customer education used in current marketing practice. Second, this paper aims to start an academic discussion focusing on establishing education-based marketing among fully recognized, proven and accepted marketing strategies.
ER  - 

KNIHOVÁ, Ladislava. Creative Educational Labs Pave the Way for Education-based Marketing. Online. In Prof. Ing. Alena Kusá, PhD. Prof. Ing. Anna Zaušková, PhD. Mgr. Zuzana Bučková, PhD. \textit{Conference Proceedings from the Annual International Scientific Conference “Marketing Identity 2019: Offline is the new online”, 5th – 6th November 2019, Congress Hall of the Slovak Academy of Sciences, Smolenice, Slovakia}. 1. vyd. Trnava: Fakulta masmediálnej komunikace, 2019, s.~104-117. ISBN~978-80-572-0038-3.