The authors submit the paper with the aim of introducing the benchmarking practicable in the university conditions. The paper pays special attention to theoretical definitions of benchmarking and it focuses on problems and weaknesses of marketing communication strategies applied by…
As far as we know, an experiment on the effect of book trailers has not yet been presented to a broader academic public. Our findings: Book trailers are – compared to blurbs – better able to make clear to the…
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…
The purpose of this article is to indicate signs of the dwarfism of journalism to the infotainment dimension and to determine the potential correlation between this problem and the specific treatment of professional integrity criteria forced by, among others, the…
This article covers the issues of complex impacts of marketing communication on society. It focuses in particular on side effects, unwanted consequences of advertising. Based on data from an empiric survey which was focused on the target group of younger…
Changing social reality provides authors of the periodical press, especially the dailies, with unpredictable situations which they have to cope with. In the paper the author deals with the structural-compositional issues of the daily periodical press using the example of…
The research study deals with the optimization of marketing mix on the Kotler model and the application of this model on a selected product of wood company. [wpfilebase tag=file id=14 tpl=simple /]
Education system of the Slovak Republic does not refer to social needs and it cannot be seen as appropriate to the labour market needs. It is not possible to create an effective cooperation of all mentioned areas if not changing…
There is no doubt that governments, scientific teams, specialists in the theory as well as in manufacturing, business and communication and the practice of the countries undergoing the current crisis seek all possibilities to contribute to the economic recovery and…
Social responsibility of media is a phenomenon that has currently become a focus of attention not only of media theorists, but also journalistic and general public. It includes such terms as ethics of media, ethics of professional media work, informational…