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The article describes the Instagram tourism, which has grown along with the growing popularity of social networks. Instagram tourism understands paper as tourism whose primary purpose is to capture photography. In this case, a visitor to a destination is a person inspired by another photo on social networks to visit the place. A frequent goal of such tourism is a solitary element of art, which in this case acts as a tool of marketing communication. This paper describes the successful adaptations of art in the object of tourism and its subsequent transformation into a tool of marketing communication in tourism. The article describes in detail the various types of such art, capable of losing the object of marketing communication, as well as their effect and values in terms of sustainable development of tourism based on Instagram tourism, as well as positive effects for communities. [ABSTRACT FROM AUTHOR]

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Book covers are important in promotional campaigns and the sale of books on the Slovak market. Often, customers decide to read the annotation on the basis of a visual appeal and interest in a particular book cover that is on display in bookstores or their e-shops. In this paper, we focus on the potential of book covers in the promotion of books on the Slovak book market. Using neuromarketing research and individual interviews with selected respondents, we try to answer which book covers of Slovak books most interested the research sample, i.e. why and which attributes of the book cover caught their eye. In neuromarketing research, we rely on respondents' unconscious reactions, specifically on the analysis of facial expressions and emotional reactions, recording of fixation and point of view, heat maps, areas of interest, fixation sequences, fixation time and galvanic resistance of the skin. We then compare the obtained results with the conscious answers of the second sample from individual interviews. The results of the research should serve bookstores in making more effective decisions when planning and creating potentially published books to be intended for the Slovak reader. In the research, we included book covers in both the paper and electronic formats. [ABSTRACT FROM AUTHOR]

The article is focused on the sensory perception of the product by customers. It points out the importance of marketing and marketing research of customer behavior as a basic prerequisite for meeting their needs. It lists factors that influence the customer's decision-making process when purchasing various products. It indicates the relevant context of this process with the various stages of the product life cycle. It clarifies the nature and basics of neuromarketing as one of the innovative forms of exact research into consumer behavior. It introduces the emotions that are part of the human decision-making process. It presents possibilities of application of neuromarketing methods of research to investigate customer reactions in sales of selected goods. It demonstrates the possibilities and ways of identifying, measuring and evaluating consumer responses to various perceptions. On this basis, it presents the potential benefits of using neuromarketing science. [ABSTRACT FROM AUTHOR]

The paper aims to explain the importance of innovative thinking in environmental marketing communication. It approximates the main key features of environmental marketing and related communication activities on the environmental market in line with the international ISO 14000 standards, which are also applied in organizations focused on the concept of the circular economy. It clarifies the essence of innovative thinking and provides useful guidelines to promote approaches to innovative thinking that are designed to make innovative thinking possible and implemented at all levels within the organization, and they are suitable for all types and sizes of organizations, including small and medium-sized enterprises. [ABSTRACT FROM AUTHOR]

This article deals with the topics of new trends in marketing and communication in the Italian banking sector, features and specificities of digital consumer in Italy and expectations for the future. Marketing communication in banking sector is unique, as it is in each country, and each sector, as it depends on specific features of consumer preferences. Although consumers become increasingly digital, there are still segments that prefer conservative communication about banking products and human contact what can be an opportunity of business. This paper wants make a contribution to better understanding of the current trends, analyzing and explaining several new features of the Italian banking market in the framework of the permanent innovation process. [ABSTRACT FROM AUTHOR]

The paper deals with a brand, lovemarks and its principles. It further describes the image and its elements and features and point out the types of image as well. In the introductory chapter we present brand and branding and we provide with its definitions and basic overview. It further describes the concept of lovemarks and its principles which are the following: be passionate, involve customer, celebrate loyalty, find, tell and re-tell great stories and accept responsibility. We also compare differences between brand and lovemarks. In a conclusion the image and its elements and features are interpreted. The aim of this paper is to present this topic, highlight its currentness and necessity to understand the concept of lovemarks and brand itself. [ABSTRACT FROM AUTHOR]

The paper deals with a typology, trends and buying behavior in a segment of digital consumer. In the introductory chapter we present digital consumer where we rely on the results of foreign research in which six changes are described. It is: equipment, communication, content, social media, video and retail. It further describes typology of digital consumers. In this paper we also address buying behavior and its specifications. In a conclusion the current trends of digital consumer are interpreted. The aim of this paper is to present the topic, highlight its actuality and the importance of understanding the digital [ABSTRACT FROM AUTHOR]