Václav Kupec – Communication Today https://communicationtoday.sk Media, marketing, communication Tue, 24 Jun 2025 11:32:28 +0000 en-GB hourly 1 https://wordpress.org/?v=6.8.3 https://communicationtoday.sk/wp-content/uploads/cropped-favicon-ct-32x32.png Václav Kupec – Communication Today https://communicationtoday.sk 32 32 The Interaction between the Marketing Communications Audit and Visitors in Museum Facilities https://communicationtoday.sk/the-interaction-between-the-marketing-communications-audit-and-visitors-in-museum-facilities/ Mon, 19 Apr 2021 17:56:20 +0000 https://communicationtoday.sk/?p=3735 ABSTRACT:
Museum facilities are part of an economic environment that is continually developing and subject to hypercompetitive conflicts. Museums must therefore apply adequate modern marketing tools, including marketing communications, which not only have informative and promotional functions, but at the same time enable the management of museum profitability and numbers of visitors to museums. Marketing communications for these institutions therefore represent a critical aspect of museum management. The purpose of this research study is to evaluate the levels of marketing communications to museum visitors for the purpose of acquiring feedback for museum management. At the same time, it is also possible to apply modern auditing techniques to governance and marketing communications management. This is a task undertaken by this research inquiry through experimental CASI interviews on a sample of 2,020 museum visitors over a period of four consecutive years and subsequent analyses using R statistical software. The recorded data shows a strong correlation between marketing communications and museum attendance. Based on this data, it has been possible to interactively formulate audit recommendations and a model for a marketing communications optimisation audit approach that can enable museum management to manage their marketing communications innovatively. At the same time, the results have also expanded interdisciplinary knowledge of marketing and management.

KEY WORDS:
audit, communication, management, marketing, museum

06. LUKAC et al. – CT 1-2021Download
]]> Měření atributů marketingových informací https://communicationtoday.sk/mereni-atributu-marketingovych-informaci/ Wed, 26 Feb 2014 09:17:47 +0000 https://www.communicationtoday.sk/?p=978 Marketing data are important part of the empirical marketing. That is the reason why we need to measure and analyze these data precisely. The results of the traditional information chain (data – information – knowledge) can be used as source materials for marketing management. The aim of this study is to analyze selected marketing data attributes and to propose possible approach to their measurement. The methodology of this study is to analyze the recent theories as well as the observation and modelling of behaviour of the selected marketing data such as opportuneness, accuracy and value. Among the findings of this article we can include the data opportuneness which prefers actual information, and also the accuracy which is derived from factors that create and transmit the data. We cannot forget the value of the data which takes into account mainly the time phase and the final user in comparison with the price measurements. This study also finds the possibilities of further processing of this topic mainly in the relation to the data persistence. In conclusion, we would like to state that the analyzed and measured marketing data are useful source materials for the marketing strategy of users or marketing management. JEL classification: M31.

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]]> Measurement of Marketing Data Attributes https://communicationtoday.sk/measurement-of-marketing-data-attributes/ Wed, 26 Feb 2014 09:17:10 +0000 https://www.communicationtoday.sk/?p=975 Marketing data are important part of the empirical marketing. That is the reason why we need to measure and analyze these data precisely. The results of the traditional information chain (data – information – knowledge) can be used as source materials for marketing management. The aim of this study is to analyze selected marketing data attributes and to propose possible approach to their measurement. The methodology of this study is to analyze the recent theories as well as the observation and modelling of behaviour of the selected marketing data such as opportuneness, accuracy and value. Among the findings of this article we can include the data opportuneness which prefers actual information, and also the accuracy which is derived from factors that create and transmit the data. We cannot forget the value of the data which takes into account mainly the time phase and the final user in comparison with the price measurements. This study also finds the possibilities of further processing of this topic mainly in the relation to the data persistence. In conclusion, we would like to state that the analyzed and measured marketing data are useful source materials for the marketing strategy of users or marketing management. JEL classification: M31.

08_Kupec_Kretter_CT-1-2013  Download

]]> Fluktuace a vztahy s veřejností https://communicationtoday.sk/fluktuace-a-vztahy-s-verejnosti-3/ Mon, 27 Jan 2014 16:48:13 +0000 https://www.communicationtoday.sk/?p=343 The paper deals with connections between the fluctuation rate and public relations and the aim is to analyze them thoroughly. After the preliminary theoretical analysis of these problems and with contribution of knowledge not only from the field of management, psychology, personnel management and marketing, the main interest lies in fulfilling the setting. That is to record concrete facts which take place in relationship chain: management, employees and external environment, with the help of specialized methods intended for observing of ongoing in-house processes in the company. The collated information were summarized and presented as the results of this study, adverting to definite interconnection between fluctuation and relationships with public. To be specific, the results explain the processes where employees and their loyalty to their employers might be one of the main communication channels in PR companies. Moreover, in practice, the described findings have fundamental influence on final economic achievement of particular companies. In its conclusion, the article offers a recommendation showing the necessity to use appropriate management access when dealing with these problems, because the fluctuation rate goes far beyond the internal environment of the company.

10_Kupec_CT-1-2010  Download

]]> Fluktuace a vztahy s veřejností https://communicationtoday.sk/fluktuace-a-vztahy-s-verejnosti-2/ Tue, 07 Jan 2014 10:38:45 +0000 https://www.communicationtoday.sk/?p=239 The paper deals with connections between the fluctuation rate and public relations and the aim is to analyze them thoroughly. After the preliminary theoretical analysis of these problems and with contribution of knowledge not only from the field of management, psychology, personnel management and marketing, the main interest lies in fulfilling the setting. That is to record concrete facts which take place in relationship chain: management, employees and external environment, with the help of specialized methods intended for observing of ongoing in-house processes in the company. The collated information were summarized and presented as the results of this study, adverting to definite interconnection between fluctuation and relationships with public. To be specific, the results explain the processes where employees and their loyalty to their employers might be one of the main communication channels in PR companies. Moreover, in practice, the described findings have fundamental influence on final economic achievement of particular companies. In its conclusion, the article offers a recommendation showing the necessity to use appropriate management access when dealing with these problems, because the fluctuation rate goes far beyond the internal environment of the company.

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