Publication detail

An impact of reverse logistics activities on marketing communication

MILICHOVSKÝ, F.

Original Title

An impact of reverse logistics activities on marketing communication

Type

journal article in Scopus

Language

English

Original Abstract

The topic of reverse logistics has become very actual due the requirements of highly competitive market. This importance is made by significance of condition for environment-friendly production and purchasing around theworld. Individual activities, which are included in reverse logistics, support entrepreneurs in their competitiveness to other companies and to own customers. The objective of the paper is to find relationship between marketing communication tool and activities of reverse logistics on behaviour of final customers in Czech Republic. A theoretical background from the area of reverse logistics supports this approach with data from primary research collected by the author. A data from primary research was used. The entire primary research focused on the evaluation of customers’ perception in the area of reverse logistics in the Czech Republic by a questionnaire survey. Sample population was created by 1266 consumers’ respondents, which were chosen in random way. There were returned questionnaires from 332 respondents. Questionnaire itself was distributed by only platform, during June 2016. The research itself was aimed at a random chosen group of people in the Czech Republic. Findings of the research shows connection of individual activities of reverse logistics and individual communication tools, which are well-accepted on customer side. The result of the research can be used for the companies that operate in the Czech or Central European market.

Keywords

reverse logistics, marketing communication campaigns, marketing communication tools

Authors

MILICHOVSKÝ, F.

Released

30. 4. 2017

Location

Brno

ISBN

1211-8516

Periodical

Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis

Year of study

65

Number

2

State

Czech Republic

Pages from

669

Pages to

678

Pages count

10

BibTex

@article{BUT135050,
  author="František {Milichovský}",
  title="An impact of reverse logistics activities on marketing communication",
  journal="Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis",
  year="2017",
  volume="65",
  number="2",
  pages="669--678",
  doi="10.11118/actaun201765020669",
  issn="1211-8516"
}