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The Relation of Knowledge Management and Marketing Communication of Small and Medium-Sized Producers in the Segment of Outdoor Clothing in the Czech Republic

In: Strategic Innovative Marketing

Author

Listed:
  • Pavel Mráček

    (Brno University of Technology)

  • Martin Mucha

    (Brno University of Technology)

Abstract

The article is involved in the relation between knowledge management and marketing communication of small and medium-sized producers of outdoor clothing in the Czech Republic. Correct management of knowledge is the key factor with regard to high concentration of the Czech outdoor producers. The objective is an optimal communication with customers within the framework of the use of outdoor brand. Small and medium-sized producers, within the competitive struggle, are forced to find savings and to transfer their manufacturing plants outside the territory of the Czech Republic. Awareness of these Czech outdoor brands is frequently rather poor in the Czech market. Consequently, the application of knowledge management, respectively change in style of management towards the complex use of knowledge can be strength for such producers. The article works with the outputs from own research in the field of knowledge management and area of marketing communication of outdoor clothing producers. The subject has focused on organized use of knowledge in marketing activities of producers, where the authors highlight key factors of knowledge management.

Suggested Citation

  • Pavel Mráček & Martin Mucha, 2017. "The Relation of Knowledge Management and Marketing Communication of Small and Medium-Sized Producers in the Segment of Outdoor Clothing in the Czech Republic," Springer Proceedings in Business and Economics, in: Androniki Kavoura & Damianos P. Sakas & Petros Tomaras (ed.), Strategic Innovative Marketing, pages 227-233, Springer.
    • Handle: RePEc:spr:prbchp:978-3-319-33865-1_29
    DOI: 10.1007/978-3-319-33865-1_29
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