Retail Marketing Communication and the Consumer Behaviour of Selected Generations

IF 0.8 Q3 COMMUNICATION

Communication Today Pub Date : 2022-08-15 DOI:10.3726/b19699

Ľudmila Čábyová

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.

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零售营销传播与当代消费者行为

这本由三人合著的学术著作的重点是选定的X、Y和Z世代的营销沟通和消费者行为，即购买规模和他们使用的零售店类型。本书的主要部分涉及零售业的理论方面，以及零售业特定世代的营销传播和消费者行为。主要结果在于确定零售单元的最佳位置，并结合向选定世代提供的客户服务，以及竞争对手影响下购买梯度的市场潜力。该书还侧重于应用分析结果，同时概述了世代趋势预测模型在零售业营销传播及其后续刺激方面实现购买的潜力。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Communication Today COMMUNICATION-

CiteScore

1.40

自引率

9.10%

发文量

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.