Důležitost nástrojů cílené marketingové komunikace minipivovarů v souvislosti s jejich konkurenceschopností
Target Marketing Communication Tools Supporting the Competitiveness of Czech Minibrewers
Author(s): Monika BřezinováSubject(s): National Economy, Business Economy / Management, Accounting - Business Administration, Marketing / Advertising, Tourism, Socio-Economic Research
Published by: Vysoká škola evropských a regionálních studií, z. ú.
Keywords: mini-breweries; marketing communication; competitiveness;
Summary/Abstract: The Czech Republic leads the world in beer consumption. Since 2010, microbreweries have significantly increased, along with home brewing. Microbreweries account for about 2.5% of total beer production. This paper examines essential target marketing communication tools for microbreweries' competitiveness. A 2023 questionnaire survey of 208 out of 551 Czech microbreweries (37% response rate) found that customer recommendations and brewery reputation were most important, followed by websites and social media. Contests were deemed least important.
Journal: Auspicia
- Issue Year: 2024
- Issue No: 2
- Page Range: 28-37
- Page Count: 10
- Language: Czech
