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MILICHOVSKÝ, F.
Originální název
An impact of reverse logistics activities on marketing communication
Typ
článek v časopise ve Scopus, Jsc
Jazyk
angličtina
Originální abstrakt
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.
Klíčová slova
reverse logistics, marketing communication campaigns, marketing communication tools
Autoři
Vydáno
30. 4. 2017
Místo
Brno
ISSN
1211-8516
Periodikum
Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis
Ročník
65
Číslo
2
Stát
Česká republika
Strany od
669
Strany do
678
Strany počet
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" }