SUPPORTING THE IMPLEMENTATION OF VALUE MARKETING IN AN E-COMMERCE BUSINESS THROUGH OFFLINE AND ONLINE MARKETING COMMUNICATION

被引：0
|
作者：
Kincl, Martin [1 ]
Rostasova, Maria [1 ]
机构：
[1] Univ Zilina, Fac Operat & Econ Transport & Commun, Univ 8215-1, Zilina 01026, Slovakia
来源：
MARKETING IDENTITY: OFFLINE IS THE NEW ONLINE | 2019年
关键词：
Marketing Communication; Offline and Online Marketing Communication Tools; Value Perceived by Customers;
D O I：
暂无
中图分类号：
F [经济];
学科分类号：
02 ;
摘要：
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.
引用
收藏
页码：87 / 103
页数：17
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