The article deals with the use of marketing activities in some firms in the Czech Republic. It is not only manufacturing companies but also companies providing services. Article characterize as some companies understand the concept of marketing and how to access to use it in their companies....

The article deals with the use of marketing activities in some firms in the Czech Republic. It is not only manufacturing companies but also companies providing services. Article characterize as some companies understand the concept of marketing and how to access to use it in their companies....

The aim of the paper is the alignment of C.G. Jung's (1954) archetypes and Aaker's (1997) brand personality framework in the context of advertising. C.G. Jung's theories had a tremendous impact on psychology. David Aaker and his daughter Jennifer are seen by many as the branding gurus. Despite...

The marketing communications industry and theory are facing rapid changes in accordance with global business and society fluctuations. Global and local market conditions are constantly varying and thus creating hardly predictable environment. The most implemented tool for marketing...