Title:	Retail support using modern marketing communication tools
Authors:	Hes, Aleš Šálková, Daniela Valůch, Martin
Citation:	ŠLECHTOVÁ SOJKOVÁ, O. (ed.) Trendy v podnikání 2022, Plzeň 2023, s. 101-111.
Issue Date:	2022
Publisher:	Faculty of Economics University of West Bohemia
Document type:	konferenční příspěvek conferenceObject
URI:	http://hdl.handle.net/11025/54503
ISBN:	978-80-261-1129-0
Keywords:	maloobchod;spotřebitel;podpora prodeje;komunikace;trh
Keywords in different language:	retail;consumer;sales support;communication;market
Abstract in different language:	Currently, sales support within marketing communication is taking shape in comprehensive forms, which are becoming an influential determinant of customer behaviour and the retail environment. The changes brought about by digitization in the field of communication put the consumer in a different position as a decision-maker. It is he who receives the information, and it is entirely up to him to choose and use the form of communication channel. It is proven that consumers make decisions at the last minute, especially thanks to modern sales support tools. This change in the position of the consumer leads the retail industry to search for new ways of selling concepts that will become an influential factor of competitiveness in the domestic and global markets. The article points to this new challenge for retail in the area of greater use of creative thinking, where digitization and creativity in communication play a key role.
Rights:	© Authors of papers
Appears in Collections:	Trendy v podnikání 2022 Trendy v podnikání 2022

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