Issue 2/2017

Analysis of consumer preferences in relation to the use of social networks as an instrument of online marketing communication

Corresponding author:

Mária Oleárová
Mária Oleárová, Radovan Bačík

Abstract:

Nowadays, social networks are part of online marketing. Their business potential is obvious, but often, in the attempt to engage as many customers as possible, they take a step in the wrong direction. Choosing an appropriate social network should therefore be a relevant component of the marketing plan of any organization that has decided to pursue its business activities where its potential customers are. Knowing the opportunities offered by these networks leads to well-designed strategies and consequently to the effective achievement of business goals.

Key words:

Social Networks, YouTube, Communication Platforms

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Analysis of the possibility of improving the image of Prešov from the perspective of marketing strategy

Corresponding author:

Karin Obšatníková
Karin Obšatníková, Jakub Horváth, Radovan Bačík

Abstract:

The main goal of the marketing strategy is to increase the city's competitiveness and its image. Its job is to successfully sell the city, to distinguish the city from its competitors, to use a competitive advantage and to achieve the satisfaction of the target groups.

Key words:

image; city; marketing strategy

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Analytical view of global talent mobility in current time

Corresponding author:

Ľuba Tomčíková

Abstract:

The business world is in the midst of fundamental change and in 2020 and beyond, the ability of organisations to manage their global talent efficiently will mark the difference between success and failure. Mobility is evolving, but this greatly increases the complexity of managing a global mobility programme that may involve a diverse selection of approaches and in an environment where organisations need to move talent quickly, as well as monitoring the risk and compliance, costs and return on investment. This paper deal with global mobility of talent, describes differences between traditional mobility and modern mobility, answer for important question: where can me find talents and charakterizes challenges which brought by modern mobility.

Key words:

globalization, international mobility, talent, global mobility.

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Determinants of Business Intelligence Introduction in Facilities in Slovakia

Corresponding author:

Martina Habiňaková

Abstract:

The essence of management lies in decision-making process. Without being timely and well informed, business executives and decision-makers will lack in effectiveness. Business Intelligence (BI) systems provide timely and accurate information necessary for running a business and discovering new market opportunities. Several studies have demonstrated the positive impact of BI to a business performance and competitiveness. However, BI solutions play a significant role in many industries today – including telecommunications, financial services, manufacturing, healthcare, transportation etc. – not all off the facilities are finally successful in their deployment efforts. This paper discusses the issue of a successful BI introduction and presents results of own survey realized on the sample of Slovak facilities in which these solutions are implemented and used. The main objective of the paper is to verify the positive effects associated with BI, to highlight the most frequent BI problems and obstacles and to identify factors critical to overall BI project success in Slovak practice.

Key words:

Business Intelligence, Deployment, Benefits, Problems, Success Factors

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Mobile smart devices under conditions of e-mail marketing

Corresponding author:

Richard Fedorko

Abstract:

The aim of the article is to describe the current state of the issue of user preferences when using mobile devices in relation to e-mail marketing issues. The article focuses on the theoretical background of mobile marketing, e-mail marketing and defines the key areas of the subject areas. The article deals with the current global trends in the online environment, which, based on multiple analyzes, describes user preferences for the usage of mobile - smart devices which is linked to e-mail marketing activities. The aim of the article is also to evaluate and point out the possible future direction of the examined issues.

Key words:

Internet, E-mail, Smartphone, Mobile devices, Promotion

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Moneymaker effect and his marketing impact to poker boom

Corresponding author:

Martin Mudrík

Abstract:

This article deals with areas that have been booming in recent years. This is the area that is currently very popular among people of different ages and genders. This game is currently enjoying great popularity, both live version and online version also. It highlights a number of factors that helped this development. Separately points out to the Moneymaker effect that stood in 2003 at the birth of this boom. In the WSOP Main event examples (which is the most popular tournament of the year) clearly points to a rapid increase in this area. There is a lot of money being spent on poker, and that's why it's a hilarious opportunity for investors.

Key words:

moneymaker effect; boom; poker; WSOP

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Social networks and their impact on the reputation of the selected organization

Corresponding author:

Igor Fedorko

Abstract:

The main objective of the article is to analyze the satisfaction of the respondents with the information published on the Facebook page of the selected company and subsequently propose measures to improve the communication with the “followers” and to increase the awareness of these followers about the individual activities of the selected organization. We used the Gretl statistical program to interpret the results of the analysis. Using a regression analysis and a pivot contingency table, the analysis and verification of the established hypotheses are performed in this program.

Key words:

social networks, online reputation, marketing communication

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The current state of mobile Ad-Blocking

Corresponding author:

Richard Fedorko

Abstract:

The aim of the article is to describe the current state of the issue of user preferences in case of using ad-block programs in the online environment. The article focuses on the theoretical background of mobile marketing in defining the direction of this issue, defines its key areas. The article focuses on the current global trends in the online environment, which, based on multiple analyzes, describes users' preferences for using ad-block programs in general and also focusing on mobile tools. The aim of the article is also to evaluate and point out the possible future direction of the subject under consideration.

Key words:

: Internet, Advertising, Mobile, Ad-Block, Marketing.

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Viral marketing as part of marketing promotion mix

Corresponding author:

Radovan Bačík
Radovan Bačík, Igor Fedorko

Abstract:

The study deals with collecting data and knowledge from which the individual tasks, elements, basic characteristics of viral marketing and its types and forms that are commonly used for the creation of viral campaigns are based. The questionnaire survey was aimed at finding out the relationship between respondents and viral marketing and mapping the views, views and experiences of respondents. The analytical part is devoted to the analysis of the development of viral campaigns and, in the examples, demonstrates their use in practice. At the end of the study there is a design part in which we find suggestions and recommendations for improving the use of viral marketing. These suggestions and improvements are tailored to new methods that combine with viral marketing innovations, along with the inclusion of the Internet and social networks that make viral marketing the most effective marketing strategy tool.

Key words:

viral marketing, marketing mix, promotion mix

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