Publication detail

Advergaming: Application of Knowledge in the Competitive Advantage Improvement

MRÁČEK, P. MUCHA, M.

Original Title

Advergaming: Application of Knowledge in the Competitive Advantage Improvement

Type

journal article - other

Language

English

Original Abstract

The paper is involved in the utilization of the knowledge in the process of the competitive advantage improvement by means of the perspective marketing tool - advergaming. The objective of the article is the informing on the possibilities of the use of the knowledge in the field of the advergaming as the possible tool in the marketing communication, leading to the improvement of the competitive advantage of the companies.

Keywords

Advergaming, Competitiveness, Competitive Advantage, In-Game-Advertising, Knowledge.

Authors

MRÁČEK, P.; MUCHA, M.

RIV year

2011

Released

30. 6. 2011

Publisher

CERM

Location

Brno

ISBN

1802-8527

Periodical

TRENDY EKONOMIKY A MANAGEMENTU

Year of study

V

Number

08

State

Czech Republic

Pages from

139

Pages to

147

Pages count

183

BibTex

@article{BUT72393,
  author="Pavel {Mráček} and Martin {Mucha}",
  title="Advergaming: Application of Knowledge in the Competitive Advantage Improvement",
  journal="TRENDY EKONOMIKY A MANAGEMENTU",
  year="2011",
  volume="V",
  number="08",
  pages="139--147",
  issn="1802-8527"
}