SUPPORTING THE IMPLEMENTATION OF VALUE MARKETING IN AN E-COMMERCE BUSINESS THROUGH OFFLINE AND ONLINE MARKETING COMMUNICATION
SUPPORTING THE IMPLEMENTATION OF VALUE MARKETING IN AN E-COMMERCE BUSINESS THROUGH OFFLINE AND ONLINE MARKETING COMMUNICATION
Author(s): Martin Kincl, Mária RostášováSubject(s): Social Sciences, Economy, Media studies, Communication studies, Marketing / Advertising
Published by: Univerzita sv. Cyrila a Metoda v Trnave, Fakulta masmediálnej komunikácie
Keywords: Marketing Communication; Offline and Online Marketing Communication Tools; Value Perceived by Customers;
Summary/Abstract: The article deals with the application of offline and online marketing communications in the e-commerce environment. Through the application of value marketing and within it, the quantification of the value obtained by the customer, the paper presents the results of research activities aimed at solving the problem. In the design part, which immediately follows the results of the research, it is clear that the optimal solution is symbiosis and blending of offline and online marketing communication tools.
Journal: Marketing Identity
- Issue Year: 7/2019
- Issue No: 1
- Page Range: 87-103
- Page Count: 17
- Language: English