USING HEURISTIC METHODS IN THE PROCESS OF RETAIL SHOPS PLACEMENT IN THE CONTEXT OF MARKETING COMMUNICATION EFFECT MAXIMISATION
Journal Title: Communication Today - Year 2017, Vol 8, Issue 2
Abstract
The topic of this empirical study is focused on applying usage of heuristic methods in the process of retail shops placement as a starting point of putting into effect targeted communication of retail shops with a customer in their radius of action. Subsequently, maximisation of communication strategy’s effect is based on appropriate communication with the target market within a limited area determined by buying stream, which affects the target customers and influences their shopping decisions and the volume of realised purchases in the given retail shop. The study is based on two mutually interconnected levels of related knowledge. On the first level, it deals with an analysis of relationships between selected macroeconomic indicators in the Slovak Republic and points out their direct influence on development of retail takings as a basic economic premise of retail shop functioning. On the second level the authors focus on the specific application of heuristic methods in the field of optimisation of retail shops placement in the context of maximisation of their radius of action and target group service, in which an ideal precondition for targeted and efficient communication with a customer occurs. The aim of the contribution is to point out, using practical application of heuristic methods ADD and DROP, the optimisation possibilities of retail shops placement with special emphasis on delimitation of direct communication space. The aim of application of the above-mentioned methods is to practically use the outcomes of the realised research and obtained statistical data.
Authors and Affiliations
Tomáš Fašiang, Peter Gežík
Keywords
Related Articles
- EP ID EP239395
- DOI -
- Views 162
- Downloads 0
BEFORE COMICS: THE FORMATION OF THE DOMESTIC PICTURE STORY IN THE SECOND HALF OF THE XIX CENTURY
not available
TOWARDS A STAKEHOLDER MODEL OF GOVERNMENT COMMUNICATION: A CASE STUDY OF THE CZECH REPUBLIC
The study focuses on organisation and perception of government communication by government agents and stakeholder representatives in the Czech Republic. At the same time, it presents an original methodological approach t...
SOCIOLOGY OF BRANDING: “JUST DO IT” IN THE “NO LIMITS” WORLD
Brands are an important element of consumer culture. They represent communication of symbolic meanings, in which they are realised, and confirm critical aspects in social, cultural and psychological life contexts. Not on...
SOCIAL MEDIA TOOLS FOR TV PROGRAMMES PROMOTION
Social media are an important opportunity for communication and an efficient media promotion tool. Intelligent use of social media tools to promote media content helps to increase site traffic, build mass media image, an...
SENSORY MARKETING – SENSORY COMMUNICATION AND ITS SOCIAL PERCEPTION
In the past few years, sensory marketing has been developing dynamically. Companies, in search of new methods of reaching the customer, refer to all of their senses. The business is more and more aware of the effectivene...