Publications

• 2024

  MILICHOVSKÝ, F.; MRÁČEK, P. The effect of beer label design on customer purchase behavior. In Marketing identity - AI - The future of today. Faculty of Mass Media Communication: University of SS. Cyril and Methodius in Trnava, 2024. p. 340-347. ISBN: 978-80-572-0415-2.
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• 2023

  MILICHOVSKÝ, F.; MRÁČEK, P. East European outwear textile producers and their financial performance after Covid-19 period. In GLOBALIZATION AND ITS SOCIO-ECONOMIC CONSEQUENCES. Žilina: UNIVERSITY OF ZILINA, 2023. p. 946-952. ISBN: 978-80-8154-332-6.
  Detail | WWW

• 2021

  MRÁČEK, P.; MILICHOVSKÝ, F.; BUREŠOVÁ, P.; PROKOPOVÁ, L. Customers’ behaviour within erotic products in COVID-19 era. In European Forum of Entrepreneurship 2021: Proceedings of the 14th International Scientific Conference: “Viroeconomies - collapse or new business opportunities?”. Praha: NEWTON Academy, a. s., 2021. p. 117-126. ISBN: 978-80-88328-10-0.
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  HADRIAN, P.; MILICHOVSKÝ, F.; MRÁČEK, P. The concept of strategic control in marketing management in connection to measuring marketing performance. Sustainability, 2021, vol. 13, no. 7, p. 1-21. ISSN: 2071-1050.
  Detail | WWW | Full text in the Digital Library

  MILICHOVSKÝ, F.; MRÁČEK, P.; PROKOPOVÁ, L. Influence of marketing communication tools on customer’s purchase processes of erotic products in the Czech Republic. In The 21st International Scientific Conference Globalization and its Socio-Economic Consequences 2021. SHS Web of Conferences. Žilina (SK): EDP Sciences, 2021. p. 1-7. ISSN: 2261-2424.
  Detail | WWW | Full text in the Digital Library

  MRÁČEK, P.; MILICHOVSKÝ, F. Influence of communication tools on customer behaviour within a food product after declared consumption date in global. In The 20th International Scientific Conference Globalization and its Socio-Economic Consequences 2020. SHS Web of Conferences. Žilina (SK): EDP Sciences, 2021. p. 1-7. ISSN: 2261-2424.
  Detail | WWW | Full text in the Digital Library

• 2020

  MILICHOVSKÝ, F.; MRÁČEK, P. Customers’ behaviour during purchasing vegetarian products in global retail environment. In The 19th International Scientific Conference Globalization and its Socio-Economic Consequences 2019 – Sustainability in the Global-Knowledge Economy. SHS Web of Conferences. EDP Sciences, 2020. p. 1-7. ISSN: 2261-2424.
  Detail | WWW | Full text in the Digital Library

  MRÁČEK, P.; MILICHOVSKÝ, F. Influence of in-store marketing and customers' behaviour in outdoor shops. In MARKETING IDENTITY: Offline Is the New Online. Kusá, A., Zaušková, A., Bučková, Z. Trnava, SK: University of SS. Cyril and Methodius in Trnava, 2020. p. 652-666. ISBN: 978-80-572-0038-3.
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• 2019

  MILICHOVSKÝ, F.; MRÁČEK, P. Customers’ Behaviour According to Their Reaction on Communication of Vegetarianism in Czech Republic. In Marketing Identity 2018: Digital Mirrors - part I. Čábyová L., Rybanský R., Bezáková Z. Smolenice, SK: University of SS. Cyril and Methodius in Trnava, 2019. p. 390-397. ISBN: 978-80-8105-984-1.
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  MILICHOVSKÝ, F.; MRÁČEK, P.; JELÍNKOVÁ, V. Vegetarianism vs Gender: How Behave Target Potential Customers in Purchasing Process. Perspectives of Business and Entrepreneurship Development in Digital Transformation of Corporate Business Collected abstracts and programme of international scientific conference. Brno: Vysoké Učení Technické v Brně, 2019. p. 44 ( p.)ISBN: 978-80-214-5755-3.
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• 2018

  MILICHOVSKÝ, F.; MRÁČEK, P. Impact of financial performance of outdoor wear producers on brand perception of consumers. AD ALTA: Journal of Interdisciplinary Research, 2018, vol. 7, no. 2, p. 144-149. ISSN: 2464-6733.
  Detail | WWW

  KAŇOVSKÁ, L.; MRÁČEK, P. Zapojení brněnských neziskových organizací do výuky marketingu. In Albín Bráf International Scientific Conference Year 3. Praha: České Vysoké Učení Technické, 2018. p. 77-82. ISBN: 978-80-01-06429-0.
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  MILICHOVSKÝ, F.; MRÁČEK, P.; MUCHA, M. Knowledge of outdoor brands in marketing communication campaigns on the way of getting new customers in conditions of global market. In Globalization and Its Socio-Economic Consequences. Rajecké Teplice, SK: ZU – UNIVERSITY OF ZILINA, 2018. p. 738-745. ISBN: 978-80-8154-249-7.
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• 2017

  MRÁČEK, P.; MILICHOVSKÝ, F. Perception of outdoor brands in business. In MARKETING IDENTITY Online rules – part II. Smolenice, SK: 2017. p. 165-171. ISBN: 978-80-8105-918-6.
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• 2016

  MRÁČEK, P.; MILICHOVSKÝ, F. Value perception of outdoor brands in the Czech republic. In Marketing identity 2016: Brands we love - part II. Trnava: University of SS. Cyril and Methodius in Trnava, 2016. p. 209-218. ISBN: 978-80-8105-841- 7.
  Detail | WWW

  MRÁČEK, P.; MUCHA, M. The Relation of Knowledge Management and Marketing Communication of Small and Medium-Sized Producers in the Segment of Outdoor Clothing in the Czech Republic. In Strategic Innovative Marketing: 4th IC-SIM, Mykonos, Greece 2015. Springer Proceedings in Business and Economics. 1. Springer International Publishing, 2016. p. 227-233. ISBN: 978-3-319-33863-7. ISSN: 2198-7246.
  Detail | WWW

• 2015

  FOJTŮ, K.; MRÁČEK, P. Consumer Behavior in Outdoor-Clothing Segment. In Innovation Management and Sustainable Economic Competitive Advantage: From Regional Development to Global Growth. 2015. p. 1278-1284. ISBN: 978-0-9860419-5-2.
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• 2014

  MRÁČEK, P.; MUCHA, M. The Use of Knowledge Management in Marketing Communication of Small and Medium- Sized Companies. In Proceedings of the 3rd International Conference on Strategic Innovative Marketing (IC-SIM 2014). Procedia Social and Behavioral Sciences. Procedia - Social and Behavioral Sciences. Madrid: 2014. p. 185-192. ISSN: 1877-0428.
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• 2012

  MRÁČEK, P.; MUCHA, M. ADVERGAMING: možnost prohlubování znalostí. Marketing a komunikace, 2012, vol. XXII, no. 1/ 2012, p. 12-13. ISSN: 1211- 5622.
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  MRÁČEK, P.; VESELÁ, J.; ZICH, R. Brand Image Developed in Co- creation Concept on the Level of Product and Corporate Competition. In Trends in Economics and Management for the 21st Century. Brno: Brno University of Technology, 2012. p. 114-127. ISBN: 978-80-214-4581- 9.
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  MRÁČEK, P. Nové přístupy v marketingové komunikaci v segmentu outdoorového oblečení. Brno: 2012.
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  MRÁČEK, P.; VESELÁ, J.; ZICH, R. Co-creation in the Image Development in Car Industry: Possibilities and Limits. TRENDY EKONOMIKY A MANAGEMENTU, 2012, vol. 6, no. 12, p. 114-127. ISSN: 1802- 8527.
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• 2011

  MRÁČEK, P.; MUCHA, M. Application of Knowledge in Advergaming as Source of Possible Competitive Advantage. Journal of Competitivness, 2011, no. 3/ 2011, p. 108-118. ISSN: 1804- 171X.
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  CHLEBOVSKÝ, V.; MRÁČEK, P.; ZICH, R.; MILICHOVSKÝ, F. Studie tržních příležitostí firmy Fosfa, a.s., – v regionech Evropa, země bývalého SSSR, Blízký východ a Severní Afrika. Brno: VUT v Brně, Fakulta podnikatelská, 2011. p. 1-72.
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  MRÁČEK, P.; MUCHA, M. Advergaming: Application of Knowledge in the Competitive Advantage Improvement. TRENDY EKONOMIKY A MANAGEMENTU, 2011, vol. V, no. 08, p. 139-147. ISSN: 1802- 8527.
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  MUCHA, M.; MRÁČEK, P. Znalostní management v advergamingu pro marketing destinace. In Špecifiká regionálneho a neziskového marketingu. Trnava: FMK UCM v Trnave, 2011. p. 116-126. ISBN: 978-80-8105-333- 7.
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• 2007

  DOSKOČIL, R.; MRÁČEK, P.; NESVADBOVÁ, K. Marketing školy a jeho vliv na rozhodování uchazečů. In Marketing vzdelávacích inštitúcií. Trnava (SK): Fakulta masmediálnej komunikécie UCM v Trnave, 2007. p. 53-59. ISBN: 978-80-89220-86- 1.
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  MRÁČEK, P.; SEMORÁDOVÁ, P. VŠ v roli informačního pomocníka regionálních aktivit. In Vysoká škola jako facilitátor rozvoje společnosti a regionu. Kunovice: Evropský polytechnický institut, s.r.o., 2007. p. 93-96. ISBN: 80-7314-107- 8.
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  MRÁČEK, P.; VOLŠA, L. PROFESIONALITA - SPOKOJENOST - LOAJALITA. In MANAGEMENT, ECONOMICS, AND BUSINESS DEVELOPEMENT IN THE NEW EUROPEAN CONDITIONS. Brno: Akademické nakladatelství CERM, 2007. p. 46-46. ISBN: 978-80-7204-532- 7.
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  MRÁČEK, P.; VOLŠA, L. Business Professionalism & Customer Satisfaction. In Jak úspěšně podnikat v příhraničních regionech jihovýchodní Moravy. Kunovice: Evropský polytechnický institut, s.r.o., 2007. p. 79-84. ISBN: 978-80-7314-111- 0.
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  KONEČNÁ, Z.; MRÁČEK, P.; NOVÁK, P. Cross-Culture Management: Intercultural Competence of Manager Operating in a Multicultural Environment. In Festive scientific konference on the occasion of 15th anniversary of the establishment faculty of business and management Brno university of technology. Brno: Brno University of Technology, Faculty of Business and Management, 2007. p. 1-9. ISBN: 978-80-214-3482- 0.
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• 2006

  MRÁČEK, P.; SEMORÁDOVÁ, P. Komunikací k budování pozitivní image vzdělávací instituce. In Budovanie pozitívneho imidžu vzdelávacích inštitúcií. Trnava (SK): Fakulta masmediálnej komunikácie Univerzity sv. Cyrila a Metoda v Trnave, 2006. p. 60-69. ISBN: 80-89220-51- 7.
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  MRÁČEK, P. Profesionál v marketingu. In Sborník příspěvků - Workshop doktorandů Fakulty podnikatelské. Brno: Fakulta podnikatelská Vysokého učení technického v Brně, 2006. ISBN: 80-214-3323- X.
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  MRÁČEK, P. Marketér profesionál. In MendelNet 2006. Brno: Alfa Publishing, s.r.o., Praha, 2006. p. 235 ( p.)ISBN: 80-86851-62- 1.
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  MRÁČEK, P. Marketér_ profesionál uspokojující potřeby zákazníků. In Marketing a obchod 2006. Zvolen (SK): Národné lesnické centrum, Zvolen, 2006. p. 162-165. ISBN: 80-8093-009- 0.
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  MRÁČEK, P.; VOLŠA, L. Professionalism and Customer Satisfaction. In MANAGEMENT, ECONOMICS AND BUSINESS DEVELOPMENT IN THE NEW EUROPEAN CONDITIONS. (International Scientific Conference.). Brno: Vysoké učení technické v Brně, Fakulta podnikatelská, 2006. ISBN: 80-7204-454- 0.
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  MRÁČEK, P.; VOLŠA, L. Profesionalitou ku spokojenosti zákazníka. In Recenzovaný sborník Mezinárodní Baťovi Doktorandské Konference. Zlín: Univerzita Tomáše Bati ve Zlíně, 2006. p. 98 ( p.)ISBN: 80-7318-384- 6.
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  VOLŠA, L.; MRÁČEK, P. Podnikatelskou profesionalitou ke spokojenosti zákazníků v příhraničních oblastech. In Jak úspěšně podnikat v příhraničních regionech jihovýchodní Moravy. Luhačovice: Evropský polytechnický institut, 2006. p. 145-150. ISBN: 80-7314-097- 7.
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• 2005

  MRÁČEK, Pavel. Profesionalita. In DOKTORANDSKÝ WORKSHOP. Brno: Vysoké učení technické v Brně, Fakulta podnikatelská, 2005. ISBN: 80-214-3080- X.
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