Research PaperVol 16, Issue 4, 2021 Marketing Science and Inspirations Journal Paper

Personas creation using Google Analytics

This case study investigates how a marketing persona may be created with the use of data gathered by cookies and with the use of Google Analytics. The data gathered originates from the largest IT e-learning platform VITA. The basis of our research was measurement in the Google Analytics tool and the WooCommerce plug-in within the WordPress content management system.

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Research PaperVol 16, Issue 4, 2021 Marketing Science and Inspirations Journal Paper

Leto 2020 a intencia cestovať na dovolenku po vypuknutí pandémie: Analýza zistení vybraných vedeckých štúdií

Cieľom príspevku bola analýza vedeckých prác, ktoré sa venovali výskumu intencie cestovať na letnú dovolenku v lete 2020 po prvej vlne pandémie. Na základe prehľadu vybraných publikovaných zistení možno konštatovať: približne jedna pätina až jedna tretina opytovaných prejavila intenciu necestovať v aktuálnom roku, nízku intenciu cestovať vyjadrili staršie osoby a s horším zdravotným stavom a vyššiu muži, zamestnané osoby, osoby s vyšším príjmom a osoby, ktoré sú ochotné viac minúť.

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Research PaperVol 16, Issue 4, 2021 Marketing Science and Inspirations Journal Paper

Development of real estate marketing – trends for the future

The study takes the perspective of real estate agents and uses the example market of Cologne/Bergisch-Gladbach to show what new potential digital channels offer for the reach and intensity of real estate marketing. Real estate agencies are challenged to evolve technologically, but then have a wider inventory of marketing channels and presentation options at their disposal.

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Research PaperVol 16, Issue 4, 2021 Marketing Science and Inspirations Journal Paper

Overview of current trends in mobile commerce: global perspectives

Using the secondary data collected from reports of research companies and statistical portals, the paper aims at describe the state of mobile commerce and its development trends around the world. Following the analysis of secondary data, the paper we deal with the possibilities of optimizing business strategies in the field of m-commerce.

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Marketing BriefVol 16, Issue 4, 2021 Marketing Science and Inspirations Journal Article 1

Foodie: Upgrading a basic need to artistic obsession

Food for a modern consumer is merely a way to fill the gap. Whether you prefer sour, bitter, savory, sweet, or umami for your taste buds, there is a meal to spice up every soul. No more food is a quick affair to curb hunger. Food has become a trendy thing to talk about. Elaborate and informed social talk about various kinds of meat, variety of cheeses, coffee preparation …

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Short CommunicationsVol 16, Issue 4, 2021 Marketing Science and Inspirations Journal Paper

Sedmnáctý ročník soutěže Marketér roku vyhlášen

Česká marketingová společnost vyhlásila sedmnáctý ročník soutěže Marketér roku za rok 2021. Uzávěrka přihlášek je 15. dubna 2022. Podrobnosti o soutěži, zejména o způsobu podávání přihlášek, jsou k dispozici na www.cms-cma.cz, případně je možno směrovat další dotazy na emailovou adresu info@cms-cma.cz.

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ReviewVol 16, Issue 4, 2021 Marketing Science and Inspirations Journal Paper

DRÁBIK, PETER, 2021. Spoločensky prospešné inovácie v distribúcii. Bratislava: Vydavateľstvo EKONÓM. 203 s. ISBN 978-80-225-4800-7.

Predmetná publikácia analyzuje a hodnotí problematiku inovácií v šiestich kapitolách s náročným obsahom. Charakteristická je čistota obsahu pojmov, ich vedeckosť, zrozumiteľnosť a rozmanitosť, tiež miera aktuálnosti. Je využiteľná študujúcimi, doktorandmi, riadiacimi pracovníkmi, pedagógmi a každým, kto sa zaujíma o budúcnosť.

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ReviewVol 16, Issue 4, 2021 Marketing Science and Inspirations Journal Paper

FREYOVÁ, HANNAH, 2020. Hello World: Jak zůstat člověkem ve světe algoritmu. Praha: Vyšehrad. 251 s. ISBN 978-80-7601-246-2.

Je to, podľa mňa vynikajúca knižka, ktorej predchádzala vynikajúca správa o jej vzdelanej a múdrej autorke, exaktnej vedkyni, ktorá vie priblížiť pomerne zložitú problematiku čísel, štatistiky, pravdepodobností a algoritmov v rôznych oblastiach ľudskej činnosti. Rozhodne ju odporúčam nielen prečítať, ale aj preštudovať, najmä tým, ktorých sa téma knižky profesijne dotýka.

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DictionaryVol 16, Issue 4, 2021 Marketing Science and Inspirations Journal Paper

M Words

marketing university
univerzita marketingu
Discover the top marketing universities with the university rankings for masters.
Objavte špičkové marketingové univerzity s univerzitným rebríčkom pre magisterské štúdiá.

marketing year
hospodársky rok
Annual and quarterly supply-use statistics are on a marketing-year basis.
Ročné a štvrťročné štatistické údaje o dodávkach sú založené na báze marketingového roku.

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Research PaperVol 16, Issue 3, 2021 Marketing Science and Inspirations Journal Paper

Sustainability as a factor of changing marketing strategies based on the customers´ preferences in context of different generations in Slovakia

The article deals with two basic topics, the issue of environmental marketing against the background of customer preferences and generations of consumers, more precisely as they were profiled in Slovakia. Examining the preferences of customers of different generations aimed to prove that implementing environmental marketing principles is necessary.

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Research PaperVol 16, Issue 3, 2021 Marketing Science and Inspirations Journal Paper

Name discrimination – selected attributes based on the German advertising practice

In this article, the reader will learn which factors, such as stereotyping or serving stereotypes, have an influence on the perception in certain name bearers. The use of names in advertising, which classify certain names and thus people into groups, may not be suitable if discrimination is to be excluded.

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Research PaperVol 16, Issue 3, 2021 Marketing Science and Inspirations Journal Paper

Creative industries in Slovakia and their pricing strategies as the part of their marketing mix

The aim of this article is to contribute to the understanding of the possibilities of application of selected pricing strategies in the conditions of the creative industries in Slovakia. In this case, the economic potential is the set of economic utility – uniqueness, intellect, knowledge, talent and skills added by each participant in the process of product creation.

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Research PaperVol 16, Issue 3, 2021 Marketing Science and Inspirations Journal Paper

Vnímanie digitálneho influencera na Instagrame a jeho dopad na nákupné správanie

Cieľom predkladaného príspevku je charakterizovať spôsob vnímania digitálnych influencerov používateľmi sociálnej siete Instagram. V príspevku diskutujeme o prienikoch výskumných zistení do oblasti sociálneho marketingu a zvyšovania úrovne kritického myslenia a angažovanosti
súčasných mladých spotrebiteľov.

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Research PaperVol 16, Issue 3, 2021 Marketing Science and Inspirations Journal Paper

Development of online shopping within B2C e-commerce in the Visegrad Four countries

The main goal of the paper was to evaluate and compare the development of online shopping in the Visegrad Four countries (Slovakia, Czech Republic, Poland, Hungary). The paper outlines the theoretical basis of online shopping concept, describes the current situation of online shopping in the EU market and the main types of goods and services purchased through the Internet.

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Marketing BriefVol 16, Issue 3, 2021 Marketing Science and Inspirations Journal Article 1

Environmental guilt: How to work with climate concerns in marketing

Climate change has been far too omnipresent to ignore for policy makers, consumers, and businesses alike. Environmental guilt, anxiety or shame have been reported mostly in connection with younger generations and women seeking right and righteous behavioral patterns which would bring balance to modern lifestyle and its environmental impact. Guilty consumers try hard to curb negative environmental consequences of their lives.

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Short CommunicationsVol 16, Issue 3, 2021 Marketing Science and Inspirations Journal Paper

Soutěž Marketér roku 2020 má svého vítěze

V podvečer 23. září 2021 se v příjemném klasickém prostředí Divadelního sálu Klubu Lávka s historickým rámcem Karlova mostu a působivým výhledem na Hradčany odehrálo finále soutěže 16. ročníku Marketér roku 2020. Čestnou marketérkou se stala a do pomyslné „síně slávy“ byla uvedena Jitka Vysekalová, zakladatelka České marketingové společnosti i soutěže MARKETÉR ROKU.

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ReviewVol 16, Issue 3, 2021 Marketing Science and Inspirations Journal Paper

KALL, JACEK, 2022. Brand Metrics: Measuring Brand Efficacy along the Customer Journey. Abington: Routledge. 142 pp. ISBN 978-0-367-76504-0.

The book written by Jacek Kall is oriented at a very specific area of brand effectiveness in the context of brand management. The book has a strong significance for current marketing theory and application practice as the author is focusing on a real and accurate explanations of the key brand analysis tools of measuring the brand efficacy along the customer journey.

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ReviewVol 16, Issue 3, 2021 Marketing Science and Inspirations Journal Paper

SABOLOVÁ, ANNA, KACERA, NAĎA a NAGYOVÁ, PETRA, 2021. Marketing v praxi. Levosphere, s. r. o. 190 s. ISBN 978-80-973929-0-1.

V septembri sa dostáva k čitateľom nová kniha s označením „Marketing v praxi.“ Kniha vznikla spracovaním 26 rozhovorov s hosťami o ich vedomostiach a skúsenostiach s využívaním marketingu vo svojej praxi. Jednotlivé rozhovory sú organizované do logickej štruktúry: predstavenie marketéra a hlavnej myšlienky plynúcej z rozhovoru spolu s fotografiou a následne sled otázok a odpovedí.

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DictionaryVol 16, Issue 3, 2021 Marketing Science and Inspirations Journal Paper

M Words

marketing orientation
marketingová orientácia
Marketing orientation is the ability to learn, understand, and adequately respond to customers.
Marketingová orientácia je schopnosť učiť sa, porozumieť zákazníkom a adekvátne na ne reagovať.

marketing plan
marketingový plán
The marketing plan details the strategy that a company will use to market its products to customers.
Marketingový plán podrobne prezentuje stratégiu, ktorú spoločnosť použije pri uvádzaní svojich výrobkov na trh zákazníkom.

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Research PaperVol 16, Issue 2, 2021 Marketing Science and Inspirations Journal Paper

Educating future managers for a culturally diverse workspace: Using course as a living laboratory

Based on the findings, a course design is suggested where exposure to cultural diversity is guided and facilitated by bringing students to collaborate in an assignment-driven context, with a culturally diverse group composition. Lecture-based components of the course are balanced with the addition of a component of self-reflection assignment, providing both culturally specific and general knowledge, thus contributing to the ability to extrapolate the experience on future intercultural encounters.

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Research PaperVol 16, Issue 2, 2021 Marketing Science and Inspirations Journal Paper

Marketing topics through academic posters: An avenue to student autonomy and active citizenship

This paper postulates that in higher education institutions (HEIs), this can be achieved through fostering motivation and student autonomy. Academic posters are proposed as one of the relevant tools allowing educators to adopt an autonomy-supportive style of teaching that leads to enhanced independence, interest, and responsibility for social affairs.

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Research PaperVol 16, Issue 2, 2021 Marketing Science and Inspirations Journal Paper

Sales organizations on the path of digitalization – A reflection from Germany, Finland and Austria

Companies are either proactively driving the digital transformation. The results show that one major goal for companies is to accelerate digitizing processes as digitalization helps to work more efficiently. Access to systems is necessary, hence investments in digitalization are seen as sustainable and absolutely essential for to serve B2B customers today.

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