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@inproceedings{9602, author = {Kupec, Václav}, address = {Trnava (Slovakia)}, booktitle = {MARKETING IDENTITY: NEW CHANGES, NEW CHALLENGES : Conference Proceedings from the International Scientific Conference, 9th November 2021, online}, editor = {Ľudmila Čábyová, Zuzana Bezáková, Adam Madleňák}, keywords = {Audit; Communication; Diagnostic; Management; Marketing; Pandemic}, howpublished = {elektronická verze "online"}, language = {eng}, location = {Trnava (Slovakia)}, isbn = {978-80-572-0220-2}, note = {ve WoS zatím nevloženo, předchozí ročník ale ano, bylo pak překvalifikováno na D1}, pages = {426-434}, publisher = {Faculty of Mass Media Communication - University of Ss. Cyril and Methodius in Trnava}, title = {A New Concept of the Marketing Communications Diagnostic Audit}, url = {https://fmk.sk/download/MI_2021_eng_FINAL.pdf}, year = {2021} }
TY - JOUR ID - 9602 AU - Kupec, Václav PY - 2021 TI - A New Concept of the Marketing Communications Diagnostic Audit PB - Faculty of Mass Media Communication - University of Ss. Cyril and Methodius in Trnava CY - Trnava (Slovakia) SN - 9788057202202 N1 - ve WoS zatím nevloženo, předchozí ročník ale ano, bylo pak překvalifikováno na D1 KW - Audit KW - Communication KW - Diagnostic KW - Management KW - Marketing KW - Pandemic UR - https://fmk.sk/download/MI_2021_eng_FINAL.pdf N2 - The current economic trend is driven by changes associated with the global pandemic situation. These changes are also new opportunities for business and its constituent parts. One exposed aspect of this pandemic business is modern marketing communication. Audit approaches can be used to bring a standard of due professional care to marketing communications. However, this gives rise to an elementary problem of application – auditing is methodologically demanding and is not commonly used in marketing communications. It is therefore necessary to investigate how auditing can be applied on an interdisciplinary basis in marketing communications. The research objective of the present paper is therefore to construct a specific audit model that verifies the risk processes of marketing communications and proposes solutions to any deficiencies identified. This model takes inspiration from medical science, which uses precisely the methodology of diagnostic points (temperature, pulse, pressure, etc.) in human medical examinations. If the diagnostic points are in order, a positive assurance of human health is issued. If the diagnosis is not in order, a more in-depth approach is taken to the situation. This model can also be effectively applied in the process of marketing communications. The basic approaches of audit diagnostics are based on identified risk points in marketing communications that provide important information about its quality. And once gain, if the diagnostic points are in order, a positive assurance is issued on the health of the marketing communications. If the diagnostics are not in order, the situation is taken to a deeper level by setting audit recommendations. This approach makes available a wide range of audit approaches for the entire topic of marketing communications. A diagnostic audit can thereby help marketing management in these current challenging times, while expanding the possibilities of effective application of marketing, which ultimately can help businesses affected by the pandemic. ER -
KUPEC, Václav. A New Concept of the Marketing Communications Diagnostic Audit. In Ľudmila Čábyová, Zuzana Bezáková, Adam Madleňák. \textit{MARKETING IDENTITY: NEW CHANGES, NEW CHALLENGES : Conference Proceedings from the International Scientific Conference, 9th November 2021, online}. Trnava (Slovakia): Faculty of Mass Media Communication - University of Ss. Cyril and Methodius in Trnava. s.~426-434, 744 s. ISBN~978-80-572-0220-2. 2021.
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