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Zmyslový Marketing Ako Nástroj Budovania Značky Na Medzinárodnom Trhu

Author

Listed:
  • Margaréta Nadányiová

    (Žilinská univerzita v Žiline)

Abstract

EZmyslový marketing predstavuje spôsob, akým môžu podniky ovplyvňovať zmysly spotrebiteľov a vyvolať tak u nich emócie, ktoré ovplyvňujú ich nákupné správanie a vnímanie produktu či značky. Cieľom článku je poskytnúť prehľad literatúry venovanej problematike zmyslového marketingu z pohľadu viacerých zahraničných i domácich autorov a prostredníctvom sekundárnych údajov z prieskumov analyzovať jeho využitie v praxi. Na základe uvedeného je v závere článku poukázané na jeho prínosy ako nástroja pre budovanie značky (nielen) na medzinárodnom trhu, medzi ktoré patrí zabezpečenie lojality verných zákazníkov ako aj získavanie nových, úspešné budovanie značky a jej pozitívne vnímanie potrebiteľmi.

Suggested Citation

  • Margaréta Nadányiová, 2017. "Zmyslový Marketing Ako Nástroj Budovania Značky Na Medzinárodnom Trhu," Medzinarodne vztahy (Journal of International Relations), Ekonomická univerzita, Fakulta medzinárodných vzťahov, vol. 15(4), pages 371-389.
    • Handle: RePEc:brv:journl:v:15:y:2017:i:4:p:371-389
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    References listed on IDEAS

    as
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    4. Marek Dabrowski, 2016. "The future of the European Union: Towards a functional federalism," Acta Oeconomica, Akadémiai Kiadó, Hungary, vol. 66(supplemen), pages 21-48, December.
    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    zmyslový marketing; značka; spotrebiteľ; emócie; reklama kráľovstva z EÚ; európska jednota; Eurobarometer;
    All these keywords.

    JEL classification:

    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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