František Pollák

By František Pollák, Peter Dorčák and Peter Markovič

The problem of building a reputation in the traditional brick-and-mortar world has been known for centuries; we know how to build a good reputation, or more precisely how to help in building a good reputation. Even if we are a target of various half-truths and slanders, we are aware that if they are only spoken words, their durability over time is quickly fleeting. However, written text is different from spoken words; its life durability over time is much longer. In our chapter, we bring the overview of what happens if we must suddenly face the problem of building and maintaining a good reputation in the virtual world of the Internet. Thus, the objective of this chapter is to summarize and present the state of the art in the field of reputation; it consists of the definition of basic terminology and then offers the well-arranged theoretical determination of the problem of reputation in both the traditional brick-and-mortar and virtual world.

Part of the book: Promotion and Marketing Communications

By František Pollák, Jakub Soviar and Roman Vavrek

The issue of sensory marketing is a relatively new concept in managerial science. Due to the competitive environment of the global market, companies are confronted with the constant need to find effective approaches that will allow them to maintain a competitive advantage in the fight for the customer. One such approach is the application of sensory marketing tools to brand-building processes. The aim of the chapter is to bring the issue of sensory marketing closer to the general professional public. The chapter also focuses on the pointing out the fact that only by taking into account the specifics related to sensory marketing, the process of building a brand becomes holistic and sustainable. The theoretical framework describes the basic foundations of the issue. The empirical part presents a description of the selected experiment from a series of five experimental investigations performed to verify the theoretical assumptions in practice. From the point of view of the findings, it can be stated that targeted stimulations of the senses have a significant impact on the overall experience of individuals. Through the synthesis of theoretical and practical knowledge, it was possible to compile a model for the application of knowledge to business practice.

Part of the book: Communication Management

By František Pollák and Peter Markovič

The issue of brand management is taking on new dimensions at a time of accelerated digitization. The aim of the chapter is to approach selected areas of the issue by pointing out the basic forms of promotion in the digital environment of the Internet. An appropriate mix of these forms is essential for effective marketing communication in the digital environment. Where appropriateness and efficiency are necessary factors that need to be taken into account in the process of building a brand in the eyes of reference markets. Understanding the fundamentals of the issue of promotion in online environment creates a precondition for a holistic approach, which in combination with scientific knowledge tools reduces uncertainty and increases the assumption of market success. The chapter in the form of a theoretical overview study presents the results of ongoing research into the topic of Internet marketing. It synthesizes the knowledge of the authors, as well as the results of the work of selected reference authors, who at the beginning of the millennium shaped the issue into the form in which it is known to the wider professional public by today. The theoretical overview, supplemented by highlighting the key context, presents a relatively clear starting point for an introduction to the study of the topic of Internet marketing.

Part of the book: Brand Management

By František Pollák

Part of the book: Brand Management

By Zuzana Dzilská, Kristián Kalamen, František Pollák and Michal Ruschak

Social media has become a fundamental aspect of modern life, permeating the daily routines of billions globally. Since their emergence, platforms such as Facebook, Twitter/X, Instagram, and others have drawn vast user bases, engaging people across diverse interests. These platforms facilitate the sharing of information across various fields, significantly impacting individual lives and societal trends. The relentless expansion of social media underscores its potential as a potent tool for brand building, market expansion, and customer acquisition. The digital evolution has empowered businesses to leverage social media for information dissemination, product promotion, customer service, and marketing in general. This necessitates the development of marketing strategies that cater to a broad audience, allowing for in-depth analysis and the formation of targeted marketing campaigns. Given the historical growth of social media and its capacity to add value, an increasing number of companies are recognizing social networks as vital channels for marketing communication. This shift reflects the integral role social media plays in shaping market dynamics and consumer behavior, highlighting its significance in contemporary marketing strategies. The chapter thus describes the phenomenon of effective management of marketing communication in the highly relevant environment of digital ecosystems.

Part of the book: Management in Marketing Communications [Working title]