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SCHÜLLER, D. MIROŠOVÁ, L.
Originální název
SIGNIFICANT MEDIA OF ON-LINE MARKETING COMMUNICATION IN CULTURE SECTOR
Typ
článek ve sborníku ve WoS nebo Scopus
Jazyk
angličtina
Originální abstrakt
Current marketing communication has to respond flexibly to the needs of customers who create the demand side of the market. The side of the market supply is created by enterprices which trying to provide customers with the highest value in the form of the products or services. Customers are endeavoring to maximise their utility and enterprices are striving to maximise their profit. In the current business climate, marketers have to differentiate their attitude depending on the customer. The study deals with the relevant use of on-line marketing communication focused on young employed people. The aim of the study is to identify how significant are individual on-line media for the selected segment. The culture sector was chosen for the purpose of the study. The data were obtained from the customers of theater from the Czech Republic. The multiple regression analysis was used to identify the significant media within the total communication mix. The results from the analysis identify the Per-pay-click advertising, Facebook and web pages as the significant media of the on-line marketing communication. Only newspaper was determined as the additional significant communication channel apart from the on-line media. It is possible to conclude that predominately the on-line media are significant for the marketing communication mix of the theatre.
Klíčová slova
on-line marketing communication, multiple regression, segmentation, culture sector
Autoři
SCHÜLLER, D.; MIROŠOVÁ, L.
Vydáno
1. 9. 2018
Nakladatel
STEF92 Ltd.
Místo
Sofia Bulgaria
ISBN
978-619-7408-65-2
Kniha
SGEM International Multidisciplinary Scientific Conference on Social Sciences and Arts
Edice
5
Číslo edice
1.5
ISSN
2367-5659
Periodikum
Stát
Bulharská republika
Strany od
867
Strany do
872
Strany počet
6
BibTex
@inproceedings{BUT160559, author="David {Schüller} and Leona {Mirošová}", title="SIGNIFICANT MEDIA OF ON-LINE MARKETING COMMUNICATION IN CULTURE SECTOR", booktitle="SGEM International Multidisciplinary Scientific Conference on Social Sciences and Arts", year="2018", series="5", journal="SGEM International Multidisciplinary Scientific Conference on Social Sciences and Arts", number="1.5", pages="867--872", publisher="STEF92 Ltd.", address="Sofia Bulgaria", doi="10.5593/sgemsocial2018/1.51", isbn="978-619-7408-65-2", issn="2367-5659" }