Forms of Advertising and their Impact on the Slovak Consumer in Retail

被引：0

作者：

Gburova, Jaroslava ^{[1
]}

Fedorko, Richard ^{[1
]}

机构：

[1] Presov Univ, Fac Management, 16 Konstantinova St, Presov 08001, Slovakia

来源：

VISION 2025: EDUCATION EXCELLENCE AND MANAGEMENT OF INNOVATIONS THROUGH SUSTAINABLE ECONOMIC COMPETITIVE ADVANTAGE | 2019年

关键词：

advertising; consumer; internet; retail; internet advertising;

D O I：

暂无

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

Advertising as a part of marketing communication is one of the most important forms of modern marketing. Its essence does not lie in providing information to customers, familiarizing them with the product portfolio or useful properties of presented products, but rather in the ability of businesses to identify clients' needs and flexibly respond to them. The aim of the paper is to summarize the issue of advertising and internet advertising, as well as to find out the impact of selected forms of advertising on Slovak consumers in the Slovak retail sector in terms of their gender.

引用

页码：7978 / 7985

页数：8

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