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- W2883176688 abstract "Last year’s contribution titled Czech family business brand asa tradition bearer was focused on the importance of a brand,which, in case of family business, is presented primarily by afounder’s name and surname. It has been stated that familybusiness brands or brands of their products often have a highervalue than the rest of the whole company. The acquiredknowledge has led the authors to set an additional scientificgoal - to evaluate marketing activities of family businesses,to evaluate, among others, whether they are ready or whetherthey use digital communication channels and online media topromote their brand, the products or services offered. Thecontribution is based on general scientific methods, especiallythe method of compilation of specialized texts, primaryquantitative research, deduction and generalization. Theresults of this study confirmed the assumption that smallerfamily business owners prefer intuitive marketing tools. In thefield of creating and implementing a marketing strategy usingmodern communication tools, there are considerable reservesthat, in particular, in case of family businesses with feweremployees, the marketing practice is far from the levelrequired by introduction of new technologies." @default.
- W2883176688 created "2018-08-03" @default.
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- W2883176688 date "2018-03-27" @default.
- W2883176688 modified "2023-09-26" @default.
- W2883176688 title "EVALUATION OF FAMILY BUSINESS MARKETING ACTIVITIES" @default.
- W2883176688 hasPublicationYear "2018" @default.
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