Publication detail

Reverse logistics in marketing campaigns

MILICHOVSKÝ, F.

Original Title

Reverse logistics in marketing campaigns

English Title

Reverse logistics in marketing campaigns

Type

book chapter

Language

en

Original Abstract

Reverse logistics has become more important than ever before because of the requirement for nature protection from all over the world. Adequate activities of reverse logistics should be the basis for SMEs to be competitive and successful. The paper provides an overview of current trends of using reverse logistics activities in marketing communication especially in large enterprises and their influence for SMEs. Theoretical background from the area of reverse logistics supports this approach with data from primary research collected by the author. Adequate marketing campaigns could create acceptable background for effective marketing. The objective of this research is to verify intensity dependence of reverse logistics activities in connection with gender of the customer and identify possible trend of marketing campaigns. The research was aimed at random chosen group of young people in the Czech Republic. The result of the research can be used for the companies that operate in the Czech or Central European market.

English abstract

Reverse logistics has become more important than ever before because of the requirement for nature protection from all over the world. Adequate activities of reverse logistics should be the basis for SMEs to be competitive and successful. The paper provides an overview of current trends of using reverse logistics activities in marketing communication especially in large enterprises and their influence for SMEs. Theoretical background from the area of reverse logistics supports this approach with data from primary research collected by the author. Adequate marketing campaigns could create acceptable background for effective marketing. The objective of this research is to verify intensity dependence of reverse logistics activities in connection with gender of the customer and identify possible trend of marketing campaigns. The research was aimed at random chosen group of young people in the Czech Republic. The result of the research can be used for the companies that operate in the Czech or Central European market.

Keywords

Marketing communication, Reverse logistics, Pearson chi-square test

Released

27.09.2017

Publisher

Springer International Publishing

Location

Mykonos, Greece

ISBN

978-3-319-33863-7

Book

Strategic Innovative Marketing: 4th IC-SIM, Mykonos, Greece 2015

Edition

1

Pages from

235

Pages to

241

Pages count

7

BibTex


@inbook{BUT128582,
  author="František {Milichovský}",
  title="Reverse logistics in marketing campaigns",
  annote="Reverse logistics has become more important than ever before because of the requirement for nature protection  from all over the world. Adequate activities of reverse logistics should be the basis for SMEs to be competitive and successful. The paper provides an overview of current trends of using reverse logistics activities in marketing communication especially in large enterprises and their influence for SMEs. Theoretical background from the area of reverse logistics supports this approach with data from primary research collected by the author. Adequate marketing campaigns could create acceptable background for effective marketing. The objective of this research is to verify intensity dependence of reverse logistics activities in connection with gender of the customer and identify possible trend of marketing campaigns. The research was aimed at random chosen group of young people in the Czech Republic. The result of the research can be used for the companies that operate in the Czech or Central European market.",
  address="Springer International Publishing",
  booktitle="Strategic Innovative Marketing: 4th IC-SIM, Mykonos, Greece 2015",
  chapter="128582",
  doi="10.1007/978-3-319-33865-1_30",
  edition="1",
  howpublished="online",
  institution="Springer International Publishing",
  year="2017",
  month="september",
  pages="235--241",
  publisher="Springer International Publishing",
  type="book chapter"
}