The analysis of new trends in marketing communication

Vo svete marketingu nastali zmeny, kedy tradičné princípy a prístupy už nie sú také účinné ako kedysi. Segmentácia, targeting a positioning sú naďalej dôležité v marketingovej stratégii, ale je potrebné sa zamyslieť nad ich efektmi. Mojím cieľom je poukázať na synergický efekt plynúci zo spojenia nových smerov v marketingovej komunikácii a tradičného marketingu, možnosti aplikácie murketingu, Word of Mouth a crowdsourcingu na českom trhu.Moje hypotézy sa opierajú psychologické podklady a prognózy súsisiace s rozvojom techniky a komunikačných kanálov.

In the world of marketing there have been a lot of changes.The traditional principles are not that effective as before. Segmentation, targeting and positionig are still important in marketing strategy, but it is necessary to think about their effects. That is why I cleared up their pross and cons in order to traditional concept of marketing. My aim is to point on the synergetic effect which appears by linking new trends in marketing communication and traditional marketing. I am trying to prove that there is place for murketing, crowdsourcing and Word of Mouth in Czech market and using them would be effective.