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The COVID-19 pandemic has negatively influenced all areas of human life across the world. Economic downturn is evident in almost every country. However, the biggest impact has crisis on micro and small enterprises (MaSEs). As the change of regime and rhythm of work is coming, the important task of employees in management is to retain their subordinates in the state of positive setting and motivation. The aim of the research is to define the impact of pandemic COVID-19 on the level of employee motivation in MaSEs operating in Slovak Republic. The development of employee motivation was investigated in three fields, financial, working and relationship one. A total of 848 respondents were asked in 2017 to 2020 by means of stratified selection. There was a significant decrease of preferences of respondents in all investigated motivation factors. Testing confirmed the existence of statistically significant differences during 2020 in comparison with previous years in investigating the following motivation factors: basic salary, job security, good working team, communication at work and superior’s approach. The main contribution of the research is the finding that pandemic COVID-19 has the influence except of other impacts also on the area of employee motivation.

The COVID-19 pandemic has negatively influenced all areas of human life across the world. Economic downturn is evident in almost every country. However, the biggest impact has crisis on micro and small enterprises (MaSEs). As the change of regime and rhythm of work is coming, the important task of employees in management is to retain their subordinates in the state of positive setting and motivation. The aim of the research is to define the impact of pandemic COVID-19 on the level of employee motivation in MaSEs operating in Slovak Republic. The development of employee motivation was investigated in three fields, financial, working and relationship one. A total of 848 respondents were asked in 2017 to 2020 by means of stratified selection. There was a significant decrease of preferences of respondents in all investigated motivation factors. Testing confirmed the existence of statistically significant differences during 2020 in comparison with previous years in investigating the following motivation factors: basic salary, job security, good working team, communication at work and superior’s approach. The main contribution of the research is the finding that pandemic COVID-19 has the influence except of other impacts also on the area of employee motivation.

Small and medium-sized enterprises form a significant part of the economy of each country with the greatest potential for growth and the impact on stabilizing the economy. Their success or failure depends not only on know-how, capital, or machinery, but also on human resources, one of the competitive advantages and a critical factor of success. In order to achieve success and ensure the sustainability of business processes, the focus is on employee motivation and employee satisfaction, with an emphasis on effective management as multicultural workers' groups are becoming the current trend in logistics companies. Using Tukey's HSD post-hoc test and ANOVA, differences in the perception of motivation and job satisfaction of employees are identified. As part of the post-hoc analysis, the observed dependencies of the mean values of importance and satisfaction with the effect of selected motivation factors are examined in more detail. Based on the results, the fact that employee motivation in logistics companies in Slovakia and the Czech Republic is different, can be concluded. In addition, it varies according to the size of the enterprise. These findings are important for the members of management because of the globalization of economies and multiculturalism of workers‘ teams in both logistics and also other enterprises. Finding a variety of preferences for motivational needs and job satisfaction does not make it possible to develop unified motivation programs. The needs of employees regarding the size of the enterprise and also the country of origin must be taken into account by the management of an enterprise. © 2021, Budapest Tech Polytechnical Institution. All rights reserved.

Small and medium-sized enterprises form a significant part of the economy of each country with the greatest potential for growth and the impact on stabilizing the economy. Their success or failure depends not only on know-how, capital, or machinery, but also on human resources, one of the competitive advantages and a critical factor of success. In order to achieve success and ensure the sustainability of business processes, the focus is on employee motivation and employee satisfaction, with an emphasis on effective management as multicultural workers' groups are becoming the current trend in logistics companies. Using Tukey's HSD post-hoc test and ANOVA, differences in the perception of motivation and job satisfaction of employees are identified. As part of the post-hoc analysis, the observed dependencies of the mean values of importance and satisfaction with the effect of selected motivation factors are examined in more detail. Based on the results, the fact that employee motivation in logistics companies in Slovakia and the Czech Republic is different, can be concluded. In addition, it varies according to the size of the enterprise. These findings are important for the members of management because of the globalization of economies and multiculturalism of workers‘ teams in both logistics and also other enterprises. Finding a variety of preferences for motivational needs and job satisfaction does not make it possible to develop unified motivation programs. The needs of employees regarding the size of the enterprise and also the country of origin must be taken into account by the management of an enterprise. © 2021, Budapest Tech Polytechnical Institution. All rights reserved.

Films play vital roles in shaping people's views about issues in society. There have been concerns about how films portray women in films lately. Relying on the objectification theory, the study sheds light on how women are depicted as objects in the Ghanaian films 4PLAY and 4PLAY RELOADED vis-à-vis the interpretation we derive. The authors argue that Ghanaian films contribute to the objectification of women by focusing unnecessarily on women's physical appearance - body shape and weight - thereby fuelling the notion that the primary societal function of women is to satisfy men's physical expectations. We observed that women's bodies are presented as tools for giving pleasure to men. We concluded that women's bodies were objectified in the films analysed. © 2020 Adonis and Abbey Publishers Ltd. All right reserved.

Sustainability of (small and medium-sized enterprises) SMEs in a globalized economy depends on several factors. According to available studies, effective Customer Relationship Management (CRM) is one of the factors affecting the competitiveness of SMEs in a positive way. This paper is focused on creating customer databases and on using the CRM strategy in SMEs in Slovakia. The aim of the paper is to cluster SMEs in Slovakia based on using customer databases and CRM and to identify differences in clusters according to the selected attributes. The outputs of the research focused on marketing communication and on creating the CRM strategy in Slovak enterprises are presented in the paper. Quantitative nonexperimental research using the questionnaires was conducted at the end of 2017 and throughout the year 2018. The research results are based on the responses of 1009 Slovak SMEs. Basic descriptive statistics, K-means cluster analysis, Analysis of variance (ANOVA), and Tukey HSD test were used to process the data. The resulting clusters show three typical attitudes of Slovak SMEs to creating the database, using the CRM and its effectiveness. Moreover, attitude to the application of ethical principles and holistic, integrated, and socially responsible marketing are presented in the clusters. Following the results, the fact that SMEs can be divided into the three following clusters with equal size can be stated: 1st cluster (in 92.2% and consisting of micro-and small-sized enterprises), customer databases are created for the purpose of marketing communication; 2nd cluster, consisting of the highest percentage of medium-sized enterprises and enterprises with foreign equity participation using the customer databases and CRM; and 3rd cluster characterized with smaller-sized enterprises with domestic property not focused on marketing communication and using the customer databases. The research results provide the basis for further research and support for small and medium-size

Sustainability of (small and medium-sized enterprises) SMEs in a globalized economy depends on several factors. According to available studies, effective Customer Relationship Management (CRM) is one of the factors affecting the competitiveness of SMEs in a positive way. This paper is focused on creating customer databases and on using the CRM strategy in SMEs in Slovakia. The aim of the paper is to cluster SMEs in Slovakia based on using customer databases and CRM and to identify differences in clusters according to the selected attributes. The outputs of the research focused on marketing communication and on creating the CRM strategy in Slovak enterprises are presented in the paper. Quantitative nonexperimental research using the questionnaires was conducted at the end of 2017 and throughout the year 2018. The research results are based on the responses of 1009 Slovak SMEs. Basic descriptive statistics, K-means cluster analysis, Analysis of variance (ANOVA), and Tukey HSD test were used to process the data. The resulting clusters show three typical attitudes of Slovak SMEs to creating the database, using the CRM and its effectiveness. Moreover, attitude to the application of ethical principles and holistic, integrated, and socially responsible marketing are presented in the clusters. Following the results, the fact that SMEs can be divided into the three following clusters with equal size can be stated: 1st cluster (in 92.2% and consisting of micro-and small-sized enterprises), customer databases are created for the purpose of marketing communication; 2nd cluster, consisting of the highest percentage of medium-sized enterprises and enterprises with foreign equity participation using the customer databases and CRM; and 3rd cluster characterized with smaller-sized enterprises with domestic property not focused on marketing communication and using the customer databases. The research results provide the basis for further research and support for small and medium-size

Films play vital roles in shaping people's views about issues in society. There have been concerns about how films portray women in films lately. Relying on the objectification theory, the study sheds light on how women are depicted as objects in the Ghanaian films 4PLAY and 4PLAY RELOADED vis-à-vis the interpretation we derive. The authors argue that Ghanaian films contribute to the objectification of women by focusing unnecessarily on women's physical appearance - body shape and weight - thereby fuelling the notion that the primary societal function of women is to satisfy men's physical expectations. We observed that women's bodies are presented as tools for giving pleasure to men. We concluded that women's bodies were objectified in the films analysed. © 2020 Adonis and Abbey Publishers Ltd. All right reserved.

Creating an effective marketing strategy according to current trends is a key process needed to achieve sustainable growth that can result in attracting a great number of existing as well as potential customers. Moreover, an enterprise's success is affected by the aforementioned process. The aim of the paper is to determine the clusters of small and medium-sized enterprises operating in the Slovak Republic and the use of marketing communication tools in the future. The research into marketing communications and customer relationship management (CRM) building in companies was carried out in Slovakia in the years 2017 and 2018. In total, 1,009 small and medium-sized enterprises from Slovakia participated in the research. Following a K-means clustering algorithm, three clusters were determined. Descriptive statistics, cluster analysis using K-means clustering, and an analysis of variance (ANOVA) were used to identify no statistically significant difference in terms of the size of enterprises., Vytvoření efektivní marketingové strategie podle současných trendů je klíčovým procesem potřebným k dosažení udržitelného růstu, který může vést k přilákání velkého počtu stávajících i potenciálních zákazníků. Úspěch podniku je navíc ovlivněn výše uvedeným procesem. Cílem příspěvku je zjistit klastry malých a středních podniků působících na Slovensku a využití nástrojů marketingové komunikace v budoucnosti. Výzkum v oblasti marketingové komunikace a řízení vztahů se zákazníky (CRM) ve firmách byl proveden na Slovensku v letech 2017 a 2018. Na výzkumu se podílelo celkem 1 009 malých a středních podniků ze Slovenska. Podle algoritmu shlukování K-prostředků byly určeny tři klastry. Deskriptivní statistika, shluková analýza pomocí K-znamená klastrování a analýza rozptylu (ANOVA) byly použity k identifikaci žádného statisticky významného rozdílu, pokud jde o velikost podniků.

Creating an effective marketing strategy according to current trends is a key process needed to achieve sustainable growth that can result in attracting a great number of existing as well as potential customers. Moreover, an enterprise's success is affected by the aforementioned process. The aim of the paper is to determine the clusters of small and medium-sized enterprises operating in the Slovak Republic and the use of marketing communication tools in the future. The research into marketing communications and customer relationship management (CRM) building in companies was carried out in Slovakia in the years 2017 and 2018. In total, 1,009 small and medium-sized enterprises from Slovakia participated in the research. Following a K-means clustering algorithm, three clusters were determined. Descriptive statistics, cluster analysis using K-means clustering, and an analysis of variance (ANOVA) were used to identify no statistically significant difference in terms of the size of enterprises.

This article deals with the perception of domestic brands by consumers in the Czech Republic and Slovakia. It aims to present the results of research focused on the attitude towards domestic brands and their spontaneous awareness in the environment of the Czech Republic. These results are compared with a similar research conducted by the Faculty of Management, Comenius University in Bratislava, Slovakia. The survey sample in the Czech Republic was made up of 1028 respondents and 1022 in Slovakia. The issue of brand building is currently intensively addressed by the professional public as well as by companies. A successful brand is a strategic asset for any business. Considering this fact, this article also provides useful information on the real attitude of the consumer public towards domestic brands. © 2019, Springer Nature Switzerland AG.

Employee performance and their new ideas, as well as their efforts to promote the company in positive ways help build the values of an enterprise. Properly motivated managers, white-collar, and blue-collar workers use their performance to affect the business efficiency, and therefore the success and sustainability of the enterprise. Selecting the right structure of motivation factors, especially those aimed at job category and gender, is the main role of enterprise management. The aim of this study is to analyze and define differences in the perception of the preferred level of motivation in terms of gender and job category. The questionnaires were given to randomly selected employees working in Slovak enterprises in order to ensure variability and randomness of respondent selection which is necessary for relevant data acquisition. Following the average, the order of the importance of motivation factors of 3720 respondents was defined. The Student's t-test and Tukey's HSD test were used. We confirmed that there are statistically significant differences in the perception of the motivation in terms of job category. Moreover, we proved the significant differences between genders in the job category of blue-collar workers. We did not observe differences between genders in the other job categories studied. The results reported should be accepted and implemented in motivational programs by the employees of human resource departments as a way to keep up with strategic human resource management. © 2019 by the authors.

Employee performance and their new ideas, as well as their efforts to promote the company in positive ways help build the values of an enterprise. Properly motivated managers, white-collar, and blue-collar workers use their performance to affect the business efficiency, and therefore the success and sustainability of the enterprise. Selecting the right structure of motivation factors, especially those aimed at job category and gender, is the main role of enterprise management. The aim of this study is to analyze and define differences in the perception of the preferred level of motivation in terms of gender and job category. The questionnaires were given to randomly selected employees working in Slovak enterprises in order to ensure variability and randomness of respondent selection which is necessary for relevant data acquisition. Following the average, the order of the importance of motivation factors of 3720 respondents was defined. The Student's t-test and Tukey's HSD test were used. We confirmed that there are statistically significant differences in the perception of the motivation in terms of job category. Moreover, we proved the significant differences between genders in the job category of blue-collar workers. We did not observe differences between genders in the other job categories studied. The results reported should be accepted and implemented in motivational programs by the employees of human resource departments as a way to keep up with strategic human resource management. © 2019 by the authors.

This article deals with the perception of domestic brands by consumers in the Czech Republic and Slovakia. It aims to present the results of research focused on the attitude towards domestic brands and their spontaneous awareness in the environment of the Czech Republic. These results are compared with a similar research conducted by the Faculty of Management, Comenius University in Bratislava, Slovakia. The survey sample in the Czech Republic was made up of 1028 respondents and 1022 in Slovakia. The issue of brand building is currently intensively addressed by the professional public as well as by companies. A successful brand is a strategic asset for any business. Considering this fact, this article also provides useful information on the real attitude of the consumer public towards domestic brands. © 2019, Springer Nature Switzerland AG.

Creating an effective marketing strategy according to current trends is a key process needed to achieve sustainable growth that can result in attracting a great number of existing as well as potential customers. Moreover, an enterprise's success is affected by the aforementioned process. The aim of the paper is to determine the clusters of small and medium-sized enterprises operating in the Slovak Republic and the use of marketing communication tools in the future. The research into marketing communications and customer relationship management (CRM) building in companies was carried out in Slovakia in the years 2017 and 2018. In total, 1,009 small and medium-sized enterprises from Slovakia participated in the research. Following a K-means clustering algorithm, three clusters were determined. Descriptive statistics, cluster analysis using K-means clustering, and an analysis of variance (ANOVA) were used to identify no statistically significant difference in terms of the size of enterprises.

Trends in modern society have a significant impact on the way organizations operate. The use of mobile phones makes it possible to create completely new high-availability communication and business channels. Mobile phones are used in mobile marketing, which has come to the fore via SMS marketing. In this article, the focus is on the use of mobile phones in e-business. The introduction of a new mobile player app store was analyzed through research conducted in 2017. The aim of the research was to find out whether it is possible-in terms of the sustainability of the consumption of a marketing product-to introduce a single campaign with the same content but in different language mutations in selected markets, or whether it is necessary to use a completely different campaign and means of communication for each market. Overall, 287 respondents from the Philippines, Thailand, and India were examined. The dependency between the socio-demographic characteristics of the respondents (country, gender, and age) and site engagement was tested, and user experience was tested, too. The results of the research revealed that there was no dependency between belonging to the selected countries and site engagement. Furthermore, there was also no dependency between gender and site engagement. On the other hand, there was a statistically significant dependency between belonging to the country and the design of the website. © 2018 by the authors.

Trends in modern society have a significant impact on the way organizations operate. The use of mobile phones makes it possible to create completely new high-availability communication and business channels. Mobile phones are used in mobile marketing, which has come to the fore via SMS marketing. In this article, the focus is on the use of mobile phones in e-business. The introduction of a new mobile player app store was analyzed through research conducted in 2017. The aim of the research was to find out whether it is possible-in terms of the sustainability of the consumption of a marketing product-to introduce a single campaign with the same content but in different language mutations in selected markets, or whether it is necessary to use a completely different campaign and means of communication for each market. Overall, 287 respondents from the Philippines, Thailand, and India were examined. The dependency between the socio-demographic characteristics of the respondents (country, gender, and age) and site engagement was tested, and user experience was tested, too. The results of the research revealed that there was no dependency between belonging to the selected countries and site engagement. Furthermore, there was also no dependency between gender and site engagement. On the other hand, there was a statistically significant dependency between belonging to the country and the design of the website. © 2018 by the authors.

The aim of this article is to identify differences in motivational preferences among university students and employees with university degree. The aim of the primary research is to find out motivational preferences in a group of young people before their employment in the labor market and how these preferences change at workers who are already in employment. These outcomes are also interesting for potential employers who try to reach out to talents right after graduation. The young generation has not only different preferences but also new and interesting worldviews that can bring new wind into stereotypical processes. This research was carried out through a questionnaire survey in the Czech Republic in 2016. It is based on data gained from two groups of respondents. The first group consisted of university students studying full-time. The second group was comprised of employees with university degree.

Brand awareness is not only a key strategic asset of organizations but it also an inevitable part of the sustainable competitive advantage. This paper presents partial research results dealing with brand awareness of Czech respondents. The research was carried out in the Czech Republic in 2015 and the research sample consisted of 1182 respondents who were encouraged to name foreign brands spontaneously without helping them with product categories or countries. The findings introduced in this paper show the top ten international, global brands recalled by consumers divided into three clusters. Brands, which were recalled frequently, belong to the sectors of sportswear, technology, beverages, food, footwear, and skin care. The obtained research results can help organizations better understand the buying behavior of Czech consumers.

The aim of this article is to identify differences in motivational preferences among university students and employees with university degree. The aim of the primary research is to find out motivational preferences in a group of young people before their employment in the labor market and how these preferences change at workers who are already in employment. These outcomes are also interesting for potential employers who try to reach out to talents right after graduation. The young generation has not only different preferences but also new and interesting worldviews that can bring new wind into stereotypical processes. This research was carried out through a questionnaire survey in the Czech Republic in 2016. It is based on data gained from two groups of respondents. The first group consisted of university students studying full-time. The second group was comprised of employees with university degree.

Brand awareness is not only a key strategic asset of organizations but it also an inevitable part of the sustainable competitive advantage. This paper presents partial research results dealing with brand awareness of Czech respondents. The research was carried out in the Czech Republic in 2015 and the research sample consisted of 1182 respondents who were encouraged to name foreign brands spontaneously without helping them with product categories or countries. The findings introduced in this paper show the top ten international, global brands recalled by consumers divided into three clusters. Brands, which were recalled frequently, belong to the sectors of sportswear, technology, beverages, food, footwear, and skin care. The obtained research results can help organizations better understand the buying behavior of Czech consumers.

The main objective of this article is to investigate correlation between gender affiliation and consumer preferences. Our article looks at attitudes of Czech and Slovak consumers towards brands taking gender - one of the most important demographic factors - as a variable. First, positive and negative approaches to the importance of gender affiliation in contemporary market theory are presented. A brief introduction of research studies conducted in Slovakia and the Czech Republic follows. Then, selected outcomes of the primary research concerning gender affiliation and consumer preferences are shown. Finally, the outcomes of both research studies are analyzed and compared. Results suggest that gender affiliation has no influence in the Slovak Republic and only a limited impact in the Czech Republic.

The aim of this article is to determine fundamental consumer groups with respect to their attitudes towards brands considering their origin, brand awareness, perceiving their quality and price. To meet the goals of this article, results of primary research focused on consumer preferences conducted in the Czech Republic were used. The research was done through a questionnaire survey and structured interviews during October and November of 2014. The sample consists of 1028 respondents expressing their preferences by answering 38 questions. Respondents' attitudes are evaluated in this article according to their gender, age, educational attainment, municipality size and net income. Based on the obtained data, consumer groups are divided into six clusters. The outcomes presented in this article provide a look at the structure of Czech consumers with respect to their buying preferences of brands.

The aim of this article is to evaluate the importance, influence and attitude to the country-of-origin of brands in relation to consumer preferences in the Czech Republic. The evaluation is based on data gained from primary research focused on the behavior and preferences of consumers to brands. Moreover, these results are compared with the outcomes of the same oriented research carried out in the Slovak Republic. In the Czech Republic, research was conducted through a questionnaire survey and structured interviews during October and November of 2014. This article provides a partial view with respect to specific structures of the Czech consumers.

The aim of this paper is to present and discuss research results dealing with the importance of the information about the product in the pre-purchase search of consumers in the Czech Republic. The evaluation is based on data obtained from primary research focused on preferences of consumers to brands. In the Czech Republic, research was conducted through a questionnaire survey and structured interviews in the last quarter of 2014. This paper introduces partial results with respect to the selected socio-demographic criteria of the Czech respondents, such as gender, education, age, size of municipality and the net monthly income. Finally, these outcomes are compared with the results of a similar research conducted in the Slovak Republic in 2013.

The paper is focusing on selected aspects of country-of-origin brands based on the results of primary representative researches conducted in Slovakia and the Czech Republic combined with additional information concerning the current practice. It highlights the brand importance within the frame of consumer preferences, opens the discussion concerning Slovak and Czech brands background and compares selected attitudes of the Slovak and Czech consumers toward brands. Copyright © 2016 International Business Information Management Association

The paper is focusing on selected aspects of country-of-origin brands based on the results of primary representative researches conducted in Slovakia and the Czech Republic combined with additional information concerning the current practice. It highlights the brand importance within the frame of consumer preferences, opens the discussion concerning Slovak and Czech brands background and compares selected attitudes of the Slovak and Czech consumers toward brands. Copyright © 2016 International Business Information Management Association

The main objective of this article is to investigate correlation between gender affiliation and consumer preferences. Our article looks at attitudes of Czech and Slovak consumers towards brands taking gender - one of the most important demographic factors - as a variable. First, positive and negative approaches to the importance of gender affiliation in contemporary market theory are presented. A brief introduction of research studies conducted in Slovakia and the Czech Republic follows. Then, selected outcomes of the primary research concerning gender affiliation and consumer preferences are shown. Finally, the outcomes of both research studies are analyzed and compared. Results suggest that gender affiliation has no influence in the Slovak Republic and only a limited impact in the Czech Republic.

The aim of this article is to determine fundamental consumer groups with respect to their attitudes towards brands considering their origin, brand awareness, perceiving their quality and price. To meet the goals of this article, results of primary research focused on consumer preferences conducted in the Czech Republic were used. The research was done through a questionnaire survey and structured interviews during October and November of 2014. The sample consists of 1028 respondents expressing their preferences by answering 38 questions. Respondents' attitudes are evaluated in this article according to their gender, age, educational attainment, municipality size and net income. Based on the obtained data, consumer groups are divided into six clusters. The outcomes presented in this article provide a look at the structure of Czech consumers with respect to their buying preferences of brands.

The aim of this paper is to present and discuss research results dealing with the importance of the information about the product in the pre-purchase search of consumers in the Czech Republic. The evaluation is based on data obtained from primary research focused on preferences of consumers to brands. In the Czech Republic, research was conducted through a questionnaire survey and structured interviews in the last quarter of 2014. This paper introduces partial results with respect to the selected socio-demographic criteria of the Czech respondents, such as gender, education, age, size of municipality and the net monthly income. Finally, these outcomes are compared with the results of a similar research conducted in the Slovak Republic in 2013.

The aim of this article is to evaluate the importance, influence and attitude to the country-of-origin of brands in relation to consumer preferences in the Czech Republic. The evaluation is based on data gained from primary research focused on the behavior and preferences of consumers to brands. Moreover, these results are compared with the outcomes of the same oriented research carried out in the Slovak Republic. In the Czech Republic, research was conducted through a questionnaire survey and structured interviews during October and November of 2014. This article provides a partial view with respect to specific structures of the Czech consumers.

Přehled základních pojmů používaných v oblasti marketingových komunikací, více než tisíc hesel ze základních oblastí marketingových komunikací, reklamy, public relations, marketingu a direct marketingu, psychologie MK, osobní prodej a podpora prodeje, výstavy a veletrhy, nové formy MK. Uspořádání slovníku je abecední, některá hesla mají více výkladů podle oblasti, které se týkají., Overview of the basic concepts used in the field of marketing communications, more than a thousand entries of the basic areas of marketing communications, advertising, public relations, marketing and direct marketing, psychology, MK, personal selling and sales promotion, exhibitions and fairs, new forms of MK. The arrangement is alphabetical dictionary, some passwords have multiple interpretations depending on the area that they cover.

Přehled základních pojmů používaných v oblasti marketingových komunikací, více než tisíc hesel ze základních oblastí marketingových komunikací, reklamy, public relations, marketingu a direct marketingu, psychologie MK, osobní prodej a podpora prodeje, výstavy a veletrhy, nové formy MK. Uspořádání slovníku je abecední, některá hesla mají více výkladů podle oblasti, které se týkají., Overview of the basic concepts used in the field of marketing communications, more than a thousand entries of the basic areas of marketing communications, advertising, public relations, marketing and direct marketing, psychology, MK, personal selling and sales promotion, exhibitions and fairs, new forms of MK. The arrangement is alphabetical dictionary, some passwords have multiple interpretations depending on the area that they cover.