Knowledge Marketing Communication – Determinant of Sales Promotion
Knowledge Marketing Communication – Determinant of Sales Promotion
Author(s): Aleš HesSubject(s): Theory of Communication, Behaviorism, Marketing / Advertising, Socio-Economic Research
Published by: Univerzita sv. Cyrila a Metoda v Trnave, Fakulta masmediálnej komunikácie
Keywords: Consumer; Knowledge; Marketing; Purchasing Decisions; Sales Promotion;
Summary/Abstract: The paper deals with the exploration of the importance of marketing knowledge in relation to the choice of application of sales promotion tools to meet the marketing objectives of the offer. At the time of digital and holistic marketing, knowledge is an important determinant of consumer purchasing decisions. Within the digital forms of sales support tools used, knowledge is a key area for maintaining a portfolio of customers in CRM and CSR systems as well.
Journal: Marketing Identity
- Issue Year: 6/2018
- Issue No: 1/1
- Page Range: 321-331
- Page Count: 11
- Language: English