Marketingová komunikace - Jak komunikovat na našem trhu – Karlíček Miroslav (2016)

The new, significantly revised and updated edition of the book "Marketing Communication" has once again been created in collaboration with top experts from practice. The main author is a recognized specialist – the head of the marketing department at VŠE. The book comprehensively addresses the issue of marketing communication and contains examples exclusively from the Czech environment. You will learn everything essential about the function and practical use of advertising, direct marketing, sales promotion, PR, event marketing and sponsorship, personal selling, and online communication. After reading it, you will be able to set the right communication goals, choose an appropriate communication strategy, and select suitable communication tools.