Search

An important part of modern marketing is marketing communication. Nowadays, it is necessary to produce a good product or service so that it is attractive to consumers. The current consumer is a demanding consumer. Shopping is a daily matter of our lives and customers can choose from a wide range of shopping venues with a variety of goods and services. Every day we meet with various product information, news, which we later compare, select and buy. This whole process is related to consumer purchasing decisions. There is a great struggle for every consumer on the Slovak market. If we do not win the customer, then our competitor will get it. The main point is to be able to listen to customers and satisfy their needs and requirements. E-commerce is one of the dominant forms of marketing today that can influence and change shopping decisions and consumer purchasing behavior. The aim of the paper is a theoretical e-commerce processing and purchasing process, as well as an analysis of the impact of e-commerce on purchasing decisions of modern consumers. [ABSTRACT FROM AUTHOR]

Online advertising is a tool of marketing communication that is constantly evolving and development is constantly changing in approaches and forms that affect today's consumers. Nowadays, attention has turned to the consumer and his individuality. In online advertising, the focus is on speed, flexibility, creativity and differentiation from the competition. Online advertising is an integral part of e-commerce in Slovakia and the world. Online advertising is intended to serve consumers and is supported by consumers in a sense. The aim of the paper is to elaborate theoretical concepts in the field of online advertising and e-commerce, as well as to analyze the impact of online advertising on consumer buying behavior in e-commerce. [ABSTRACT FROM AUTHOR]

An indispensable part of any organization operating under market economy conditions is its promotion. Marketing and promotion do not only apply in the business environment, but are also part of the non-business environment. Similarly to other facilities operating on the Slovak market, healthcare facilities use 'a variety of marketing communication tools' to promote and present themselves. The use of selected marketing communication tools to promote offered services to healthcare facilities in the Slovak Republic can attract and discourage potential clients. The paper focuses on the theoretical basics of marketing and marketing communication of medical facilities. The objective of the article is to analyse the perception of selected marketing communications tools of healthcare facilities operating in the Prešov region from the customer's point of view. [ABSTRACT FROM AUTHOR]