Title:	Nové marketingové trendy jako příležitost zvýšení vlivu marketingu na dosažení konkurenčních výhod
Other Titles:	New marketing trends as an opportunity of increasing marketing influence on enterprise competitiveness
Authors:	Pilík, Michal
Citation:	E+M. Ekonomie a Management = Economics and Management. 2008, č. 2, s. 107-119.
Issue Date:	2008
Publisher:	Technická univerzita v Liberci
Document type:	článek article
URI:	http://hdl.handle.net/11025/17230
ISSN:	1212-3609 (Print) 2336-5604 (Online)
Keywords:	marketing;nové marketingové trendy;e-marketing;konkurenceschopnost
Keywords in different language:	marketing;new marketing trends;e-marketing;competitiveness
Abstract in different language:	This paper is the extract of the thesis „New Marketing as an Opportunity of Increasing Marketing Influence on Enterprise Competitiveness“ which was successfully defended in June 2007. New marketing trends are the future of marketing theory and business practice. Literature research follows new marketing trends from theoretical point of view. With respect to their number and a wide spectrum mainly of English literature, these trends could be grouped into four categories most frequented in literature. These trends are: - Electronic marketing - Value marketing - Relationship marketing and - Direct marketing. New marketing trends reflect the current tendencies in marketing. However, the firms should use them to increase their competitiveness. It‘s very important to realize that new marketing trends can‘t totally substitute traditional marketing forms. The firms have to adapt their marketing strategy to these trends. They are forced to realize one of these two marketing strategies: conservative (traditional) marketing - the main goal of this strategy is to persuade customers that the consumer value is still sufficiently high - or innovative marketing whose aim is to increase consumers‘ value. The main goal of this paper is to describe and appraise the current state of marketing and the new marketing (new marketing trends) influence on the competitive strength of companies and to prove the new marketing trends‘ intensifying impact in company managements based on theoreti- cal and field research. Also the approaches to marketing management among small, medium and large companies in the Czech Republic are compared in this paper.
Rights:	© Technická univerzita v Liberci CC BY-NC 4.0
Appears in Collections:	Číslo 2 (2008) Číslo 2 (2008)

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