František Pollák

University of Economics in Bratislava

Dr. Pollák deals mainly with the issue of corporate reputation in the context of its sustainable development. His most significant academic achievements include the Best Paper Award - GBC 2015, Excellence Award - Megatrends and Media 2016, Best Paper Award - AAR17 New York Conference 2017, and a Quality Recognition Award for placing in the top 25 most downloaded articles from Research Leap in 2018. Dr. Pollák holds memberships in various organizations, including the World Association of Young Leaders.

1books edited

1chapters authored

Latest work with IntechOpen by František Pollák

Communication Management is an edited volume of chapters written by scholars researching various areas of marketing and management sciences. It presents several issues of marketing management within the limits of marketing communication. Starting from the issue of communication channels and basic sensory apparatus for processing information and stimuli, the book continues with a description of the issue of social media in the time of accelerated digitization. The last chapter introduces the reader to the issue of marketing communication in a sharply non-standard environment. The topic itself creates the opportunity to seek qualitative knowledge for future in-depth research into the impact of the COVID-19 pandemic on both national and transnational economies.

Go to the book

Communication Management Edited by František Pollák

Communication Management

Edited by František Pollák

Chapters authored

Sensory Marketing

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

František Pollák

Latest work with IntechOpen by František Pollák

Communication Management

Chapters authored

Related collaborators

Alexander Rozanov

Bertha Molina-Quintana

Antonio Vaamonde-Liste

María Berta Quintana-León

Anca Constantinescu-Dobra

Chandra Massner

Sataporn Roengtam

Mădălina-Alexanda Coțiu

Anna Chebotareva

Vladimir Chebotarev