Detail publikace

The Use of Knowledge Management in Marketing Communication of Small and Medium-Sized Companies

MRÁČEK, P. MUCHA, M.

Originální název

The Use of Knowledge Management in Marketing Communication of Small and Medium-Sized Companies

Typ

článek ve sborníku ve WoS nebo Scopus

Jazyk

angličtina

Originální abstrakt

The article is involved in the application of knowledge management in marketing communication of small and medium-sized companies. The focus of presented article is given on communication of shops selling outdoor apparel in the territory of the Czech Republic. In consideration of popularity of outdoor apparel among Czech customers small and medium-sized producers and retailers should use their knowledge, should co-ordinate such knowledge purposefully, thus addressing their customers more precisely. The reason of our focus on small and medium-sized companies is also the fact that large store chains, selling sport clothing, represent a strong competition, liquidating both local producers and retailers. Manufacture and distribution of outdoor apparel does not concentrate on consumer market; industrial market represents a strong share, too. Therefore, monitoring of individual markets is rather important, as well as implementation of completely new approaches into the company processes. Based on this fact the authors focus on competitiveness of small and medium-sized companies, which are recommended to communicate with maximal use of knowledge management. Results of the marketing communication research with subsequent connection of the use of knowledge management principles add a new dimension to the area of this focus. Research carried-out in the area of customers in the outdoor apparel segment and knowledge management form the base for the elaboration of this article. The outputs of said article are based on the internal research of marketing communication of suppliers of apparel and retailers active in the outdoor apparel segment in the Czech Republic.

Klíčová slova

Knowledge Management; Marketing Communication; SME; Value Co-Creation

Autoři

MRÁČEK, P.; MUCHA, M.

Rok RIV

2014

Vydáno

1. 9. 2014

Místo

Madrid

ISSN

1877-0428

Periodikum

Procedia Social and Behavioral Sciences

Ročník

2015

Číslo

175

Stát

Nizozemsko

Strany od

185

Strany do

192

Strany počet

8

URL

http://www.sciencedirect.com/science/article/pii/S1877042815012501

BibTex

@inproceedings{BUT113234,
  author="Pavel {Mráček} and Martin {Mucha}",
  title="The Use of Knowledge Management in Marketing Communication of Small and Medium-Sized Companies",
  booktitle="Proceedings of the 3rd International Conference on Strategic Innovative Marketing (IC-SIM 2014)",
  year="2014",
  series="Procedia - Social and Behavioral Sciences",
  journal="Procedia Social and Behavioral Sciences",
  volume="2015",
  number="175",
  pages="185--192",
  address="Madrid",
  doi="10.1016/j.sbspro.2015.01.1190",
  issn="1877-0428",
  url="http://www.sciencedirect.com/science/article/pii/S1877042815012501"
}