Abstract
The aim of the article is to map out how much are used current marketing communication tools (guerrilla marketing, digital marketing, mobile marketing, viral marketing, word of mouth marketing, buzz marketing, product placement) in the Czech and Slovak market. Article is based on quantitative research realized in the form of online survey, which respondents were professionals in the marketing communication field (employees of full-service and specialized advertising agencies, people from marketing departments).
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Šula, T., Banyár, M. (2019). Implementation of Current Marketing Communication Tools into Practice in the Czech and Slovak Republic. In: Sakas, D., Nasiopoulos, D. (eds) Strategic Innovative Marketing. IC-SIM 2017. Springer Proceedings in Business and Economics. Springer, Cham. https://doi.org/10.1007/978-3-030-16099-9_14
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DOI: https://doi.org/10.1007/978-3-030-16099-9_14
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