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@inproceedings{1357526, author = {Demelová, Hana and Böhmová, Kristýna}, address = {Oxford}, editor = {Dr. Ramandeep Kaur Chhina}, keywords = {marketing communication, communication strategy, communication campaign}, howpublished = {tištěná verze "print"}, location = {Oxford}, isbn = {978-1-911185-02-4}, publisher = {FLE Learning Ltd}, title = {A General Concept of Designing and Executing a Communication Strategy}, year = {2016} }
TY - JOUR ID - 1357526 AU - Demelová, Hana - Böhmová, Kristýna PY - 2016 TI - A General Concept of Designing and Executing a Communication Strategy PB - FLE Learning Ltd CY - Oxford SN - 9781911185024 KW - marketing communication, communication strategy, communication campaign N2 - This paper deals with a new concept of designing a communication strategy. The approaches to marketing communication strategies went through a long process of evolution in the last few centuries. Nowadays, due to the big amount of marketing messages, the consumer might become resistant to them. Therefore, creating a successful communication strategy (or a campaign) is getting harder. As a consequence of this trend, a communication campaign design needs to be well thought and based on relevant data, just as it may require more sophisticated procedures than ever. The goal of this paper is to provide a general concept of designing a communication campaign, so that a marketer does not miss any of the important steps. ER -
DEMELOVÁ, Hana a Kristýna BÖHMOVÁ. \textit{A General Concept of Designing and Executing a Communication Strategy}. Oxford: FLE Learning Ltd, 2016, 144 s. ISBN~978-1-911185-02-4.
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