KNOWLEDGE MARKETING COMMUNICATION – DETERMINANT OF SALES PROMOTION
Journal Title: Marketing Identity - Year 2018, Vol 6, Issue 1
Abstract
The paper deals with the exploration of the importance of marketing knowledge in relation to the choice of application of sales promotion tools to meet the marketing objectives of the offer. At the time of digital and holistic marketing, knowledge is an important determinant of consumer purchasing decisions. Within the digital forms of sales support tools used, knowledge is a key area for maintaining a portfolio of customers in CRM and CSR systems as well.
Authors and Affiliations
Aleš Hes, Marta Regnerová
Keywords
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