{"title":"Retail Marketing Communication and the Consumer Behaviour of Selected Generations","authors":"Ľudmila Čábyová","doi":"10.3726/b19699","DOIUrl":null,"url":null,"abstract":"The focus of this tri-authored scholarly work is on marketing communication and consumer behaviour of the selected generations X, Y, and Z in terms of the size of purchases and the types of retail outlets they use. The main part of the book deals with theoretical aspects of retail business and with marketing communication and consumer behaviour of specific generations in the retail sector. The main outcome lies in identifying the optimal location of retail units in combination with customer service to be provided to selected generations and the market potential of the buying gradient in terms of competitors’ impacts. The book also focuses on applying the results of the analyses whilst outlining the potential of the prediction models of generational tendencies towards the realisation of purchases in relation to marketing communication of the retail sector and its subsequent stimulation.","PeriodicalId":43615,"journal":{"name":"Communication Today","volume":"13 1","pages":""},"PeriodicalIF":0.8000,"publicationDate":"2022-08-15","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Communication Today","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.3726/b19699","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q3","JCRName":"COMMUNICATION","Score":null,"Total":0}
引用次数: 0
Abstract
The focus of this tri-authored scholarly work is on marketing communication and consumer behaviour of the selected generations X, Y, and Z in terms of the size of purchases and the types of retail outlets they use. The main part of the book deals with theoretical aspects of retail business and with marketing communication and consumer behaviour of specific generations in the retail sector. The main outcome lies in identifying the optimal location of retail units in combination with customer service to be provided to selected generations and the market potential of the buying gradient in terms of competitors’ impacts. The book also focuses on applying the results of the analyses whilst outlining the potential of the prediction models of generational tendencies towards the realisation of purchases in relation to marketing communication of the retail sector and its subsequent stimulation.
期刊介绍：
Communication Today is an academic journal from the scholarly fields of media studies and marketing communication. The Journal contains professional scientific reflections on the media and media competences; it also offers various academic discourses on the limits of reality, media thinking, new media, marketing and media relations, new trends in marketing (including their types and specifics), psychology and sociology of marketing communication, as well as new knowledge on the structure of media contents, marketing strategies and communication sciences. The professional public is offered an interdisciplinary, focused, targeted discussion. Communication Today is a double-blind peer reviewed academic journal published twice a year. It focuses on theoretical studies, theoretical and empirical studies, research results and their implementation into practice, as well as on essays, interviews with media scholars, professional publication reviews and shorter news articles. Basic sections of the Journal are as follows: Editorial, Theoretical Studies, Research Studies, Reviews and Today, which consists of shorter news articles. The Journal’s Editorial Office also accepts manuscripts of interviews with renowned media scholars and professionals as well as essays. The Journal is registered in the List of Periodical Press at the Ministry of Culture of the Slovak Republic under number EV 3972/10 and its international standard serial number (ISSN) is 1338-130X.
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