Aktuální články z marketingu a obchodu


ECONOMETRIC ASSESSMENT OF CUSTOMERS’ PERSONALITY BIASES AND COMMUNICATION PREFERENCES CORRELATION

Katarina Kostelić, Danijela Križman Pavlović

In everyday life, people tend to make various choices, which directly or indirectly bare consequences to a person’s economic welfare. One of those choices is the communication preference. Given that the communication is one of the essential pillars of the marketing science, the importance of the analysis of the communication and related topics is imperative. Given the digitalization of the modern world we encounter a situation of data overload while real, “face-to-face”, communication diminishes. At this point, it is necessary to gain as much as possible information from the data, especially if the communication is digital. That is one of the reasons for the necessity of quantification of the influencing factors on communication. Therefore, it is relevant to pursue the quantification of the traits and biases which influence people’s rationality and consequentially their choices.
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THE ANALYSIS OF EXPORT TRADE BETWEEN UKRAINE AND VISEGRAD COUNTRIES

Ľudmila Nagyová, Monika Horáková, Serhiy Moroz, Elena Horská, Zuzana Poláková

The dynamic development of foreign trade is important for the stable economic position of each country. It can be considered as a confirmation of the actual efficiency of the national economy and its ability to be competitive in the global economic system. The growth of this trade is particularly essential for Ukraine, taking into account the crisis situation in the country. In this paper, we analyze main tendencies of export trade of Ukraine with Visegrad countries (Czech Republic, Hungary, Poland and Slovak Republic) and examine whether there is a relationship between the level of GDP and the volume of export activities between these countries.
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THE GAP OF IMPORTANCE OF DESIGN IN BUSINESS BETWEEN 2014 AND 2016

Jan Kramoliš, Anna Kotásková

As a result of dynamic changes on the market and a tightened competitiveness struggle, design is becoming one of the key business triggers to gain the essential competitive advantage in business. Bruce and Bessant (2002) state the major benefits of design management: increase profit by increasing sales or by decreasing manufacturing costs, increase market share, gain a competitive advantage, revamp mature and failing products, and provide a strategy for growth. Design is a way of launching a new product of service. Bloch (1995) also states that a good design attracts consumers to a product and adds value to the product by increasing the quality of the usage experiences associated with it. Managers are well aware of what design is and of the fact that it can add value in a competitive environment (Kramoliš, 2015).
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QUALITY EVALUATION OF INTERNET WEBSITES WHICH REPRESENTS THE LITHUANIAN BASKETBALL THROUGH CONSUMERS APPROACH

Antanas Ūsas, Edmundas Jasinskas, Dalia Štreimikienė, Biruta Švagždienė, Artūras Simanavičius

Information communication technologies (ICT) over the last five years have become one of the main parts of the society. Smartphones, personal computers have become an integral part of everyday life. E-commerce is a very relevant subject and the topic is discussed around the world. In 2013, 41% of all internet users had purchased online and sales in 2015, reach $1,471 billion (statista.com, 2016).
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EMPLOYER BRANDING ON SOCIAL MEDIA AND RECRUITMENT WEBSITES: SYMBOLIC TRAITS OF AN IDEAL EMPLOYER

Ludvík Eger, Michal Mičík, Petr Řehoř

With some regional differences, employment levels in many developed economies are very high, and competition for skilled staff is intense. Competitive labour markets aside, competition for employees is likely to become an increasingly important issue as the population worldwide ages (Wilden, Gudergan, & Lings, 2010). Employer branding has gained favour as a management tool over the last decade. Even as firms face global economic conditions that are both difficult to forecast and subject to extreme variance, the need to attract, retain and motivate staff remains (Moroko & Uncles, 2009).
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