Many studies show that marketing has recently lost its strategic position within companies. Customer Lifetime Value represents a relatively new approach to reestablishing marketing´s position as the core management instrument in market driven companies. The main goal of this paper is to...

In the race to get the attention of the target audience, advertisers often use special attention-getting devices. This in turn exposes them to a higher risk of creating a vampire effect when the core message about the brand or a product is “eaten up” by such devices. The concept of a vampire...

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This paper investigates whether the current economic slowdown in the four CEE countries was accompanied by strong growth of private-label share as the theory suggests. Unexpectedly, based on the data of Nielsen Retail Measurement Service, we prove that the private-label share grew relatively...

Social Networking Sites are a phenomenon of the times. For example, the largest of them, Facebook, has more than 798 million users worldwide. Unfortunately, not much is known about the usage of Social Networking Sites in the European context. This study tries to reduce the gap. The study...

The study analyzes the fundamentals of effective Media Relations. The emphasis is on the specifics of the Czech environment. The study attempts to analyze the perspective of journalists and the corresponding perspective of organizations. Based on these assumptions, concrete guidelines for...

Nowadays marketing is often criticized for its low productivity: high corporate expenses on marketing are not balanced by equal customer satisfaction and loyalty. The source of this problem can be found in low effectiveness and ethical standard of the marketing activities. Wastefulness and low...

Word-of-Mouth, i.e. informal conversations and recommendations of people about products and services, has a powerful impact on customer decision-making. This study analyzes the fundamentals of this phenomenon in order to provide a better understanding of how Word-of-Mouth works and how it can be...