Nové marketingové trendy jako nástroj zvyšování konkurenceschopnosti podniku

Abstract

The aim of this thesis is to define the concept of marketing, its strategy and philosophy as well as introduce elements of marketing communication and its new trends. Subsequently, the aim is also to assess what forms of marketing are used in the manufacturing industry, especially with a closer focus on the use of new trends. The first part of the thesis describes marketing and defines its role. The second part presents the basic elements of marketing communications and its new trends, such as Guerilla marketing, viral marketing, digital and mobile marketing, and product placement. The third part deals with marketing communications in the manufacturing industry and depicts the use of new trends. The significance of this work is to outline the new trends in marketing communications that are able to ensure the success and competitiveness, given correct choice and combination with traditional forms of marketing.