Loučanová, Erika, 1980- Suitability of innovative marketing communication forms in the furniture industry / Erika Loučanová, Miriam Olšiaková, Michal Dzian. -- Sch., tab. -- Lit. - Companies must be constantly active in meeting the customer needs to succeed on domestic and international market. Marketing communication plays an important role in business strategies and therefore it must be managed with due care. Communication with current and future clients is as important as the product production, pricing or distribution. A suitably assembled marketing communication mix can decrease company cost to compete better against competitors and to share the message more effectively. Structured interview with 32 professionals operating in the furniture industry was carried outin order to monitor the efficiency of marketing communication tools applied in relation to their customers. Obtained data were processed by the Q-methodology which is an evaluation tool to search the respondents’ attitudes towards given issues. Based on the research we determined the suitability of innovative marketing communication forms to optimize the marketing strategies in the furniture industry in Slovakia.

In Acta Facultatis Xylologiae Zvolen : scientific journal of the Faculty of Wood Sciences and Technology, Technical University in Zvolen : vedecký časopis Drevárskej fakulty Technickej univerzity vo Zvolene. -- ISSN 1336-3824. -- Vol. 60, no. 1 (2018), p. 159-171

I. Olšiaková, Miriam, 1978-
II. Dzian, Michal, 1989-
III. Acta Facultatis Xylologiae Zvolen : scientific journal of the Faculty of Wood Sciences and Technology, Technical University in Zvolen vedecký časopis Drevárskej fakulty Technickej univerzity vo Zvolene. -- Vol. 60, no. 1 (2018), p. 159-171
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