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Employees' competencies development depending on the implementation of new forms of marketing communication
Title Employees' competencies development depending on the implementation of new forms of marketing communication Author info Lukáš Smerek Author Smerek Lukáš 1986- (100%) UMBEF03 - Katedra ekonomiky a manažmentu podniku
Source document ISCOBEMM 2017 : proceedings of the international scientific conference of business economics, management and marketing, Zaječí, 25.-26.05.2017. Pp. 256-263. - Brno : Masaryk University, 2017 / Blažek Ladislav ; Cenek Martin ; Částek Ondřej ; Dugas Jaroslav ; Gatarik Eva ; ISCOBEMM 2017 medzinárodná konferencia Keywords marketingová komunikácia - communication in marketing - marketing communication ľudské zdroje - human resources kompetencie - competences - competencies rozvoj - development slovenské podniky - Slovak companies Language English Country Czech Republic systematics 33 Annotation Marketing, just like other enterprise processes, evolve over time. We have witnessed the establishment of new marketing tools and approaches in all aspects of the marketing mix in recent years, including marketing communication. The article examines the need for the employees’ competencies development in case the enterprise decides to implement new forms of marketing communication. The employees’ competencies development is the subject of research, while selected Slovak enterprises are the object of research. The research is based on a questionnaire survey divided into two sections. The first one identifies enterprises that use some of the new forms of marketing communication. Only those enterprises then answer the questions about the needs for employees’ competencies development. The main contribution of this paper is to highlight the need for human resources development in the implementation of new marketing approaches and identification of specific areas where human resources need to keep up with modern trends URL Link na zdrojový dokument Public work category AFC No. of Archival Copy 42069 Repercussion category POLIAČIKOVÁ, Eva - MUSOVÁ, Zdenka. Databázy ako východisko úspešného riadenia vzťahov so zákazníkmi. In Vplyv inovatívnych marketingových koncepcií na správanie vybraných trhových subjektov na Slovensku : zborník vedeckých prác z projektu VEGA 1/0802/16 [CD-ROM]. Banská Bystrica : Vydavateľstvo Univerzity Mateja Bela v Banskej Bystrici - Belianum, 2017. ISBN 978-80-557-1346-5, s. 148-157.
Catal.org. BB301 - Univerzitná knižnica Univerzity Mateja Bela v Banskej Bystrici Database xpca - PUBLIKAČNÁ ČINNOSŤ 
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