University managers face dynamic changes of environment which constraints them to innovate current approaches to managing the communication and to implement such a marketing approach into the management system that requires a high-quality communication mix created on the basis of marketing...

The perimeter of this article ranges to the limited and perceptual dimension of the business particularly in the Islamic Banks. The main objective of this article was to comprehend that whether the Islamic banks are practicing the principles of Islam in their true spirit or the same banking...

The aim of this communication is to present a theoretical framework, based on the implicit memory theory, to explain the persuasive effects of brand placements. In order to test this framework, an experimental methodoly is then proposed, that allows control of the external factors and offers...

Extending the application of marketing science specific concepts and principles in various sectors would not have been possible without their gradual evolution, in terms of customization and differentiation tailored for a specific field. This phenomenon regarding marketing evolution in terms of...

Searching for information on products and services combined with the growing interest in social media make them important channels of marketing communication and more and more companies see their advertising potential. In order to demonstrate the role of social media in shaping the corporate...

This article focuses on the increasing consumption trend of counterfeit goods in the countries of CEE and on the consequences for the global market. Counterfeiting is not longer typical only for the luxury market, where branding together with genuine source plays a crucial role and the business...

This article analyses the emergence of a new trend in local marketing communication and PR in the Czech Republic. After the decline of public trust after the economic crisis in 2008 many state officials and politicians were blamed for corruption and fraud (Edelman, 2013). Anti-corruption...

The advent of social media as a modern communication tool has been extensively studied in the B2C domain; however its use as a communication platform in the B2B sector has thus far been under researched. This paper will examine two cases of global corporations headquartered in Stockholm...

This study experimentally examines consumers’ reactions to culturally incongruent images in advertising, which are characterized by a mix of global and local cultural elements and symbols featured in product advertisements. Drawing on the persuasion knowledge perspective, the authors argue how...

This paper reveals the main findings of two research studies carried out in cooperation with the University of Finance and Administration in Prague within the realization of research projects focused on the needs of businesses. The research in smalland medium- sized enterprises was looking into...