{"id":4315,"date":"2020-05-13T10:53:25","date_gmt":"2020-05-13T08:53:25","guid":{"rendered":"https:\/\/www.cms-cma.cz\/?page_id=4315"},"modified":"2020-05-13T10:55:02","modified_gmt":"2020-05-13T08:55:02","slug":"podzim-2017","status":"publish","type":"page","link":"https:\/\/www.cms-cma.cz\/podzim-2017\/","title":{"rendered":"podzim 2017"},"content":{"rendered":"\t\t
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MARKETING 4.0 – KVALITA A BUDOUCNOST MARKETINGU<\/strong><\/span><\/em><\/h3>\n\n

Ing. Libor Ne\u010das, p\u0159edseda Klubu u\u010ditel\u016f marketingu \u010cMS<\/strong><\/p>\n\n

V\u00a0listopadu leto\u0161n\u00edho roku se v\u00a0prostor\u00e1ch pal\u00e1ce Milenium Plaza v\u00a0Praze na Nov\u00e9m M\u011bst\u011b, uskute\u010dnila tradi\u010dn\u00ed akce organizovan\u00e1 \u010ceskou marketingovou spole\u010dnosti, profesn\u00edm Klubem u\u010ditel\u016f marketingu p\u0159i \u010cMS a poradenskou skupinou Hlavat\u00fd&Partners Consulting Group, odborn\u00fd semin\u00e1\u0159 na aktu\u00e1ln\u00ed t\u00e9ma MARKETING 4.0 – kvalita a budoucnost marketingu. Medi\u00e1ln\u00edm partnerem akce bylo Regie Radio Music Lagardere<\/strong>.\u00a0<\/p>\n\n

K diskusi nad ot\u00e1zkami kvality a budoucnosti marketingu v dynamick\u00e9 \u00e9\u0159e nov\u00fdch technologi\u00ed – Marketingu 4.0, se se\u0161li vrcholov\u00ed mana\u017ee\u0159i v\u00fdznamn\u00fdch \u010desk\u00fdch firem, dr\u017eitel\u00e9 titulu Market\u00e9r roku 2016 a marketingov\u00ed specialist\u00e9 p\u0159edn\u00edch \u010desk\u00fdch univerzit a \u0161kol\u00edc\u00edch spole\u010dnost\u00ed. V r\u00e1mci p\u0159edn\u00e1\u0161ek a debat byly konfrontov\u00e1ny pohledy teorie a praxe na podobu marketingu a komunikace pro generaci spot\u0159ebitel\u016f z\u00edt\u0159ka.<\/p>\n\n

V\u00a0\u00favodu setk\u00e1n\u00ed byl prezidentkou \u010cMS pan\u00ed doc. PhDr. Jitkou Vysekalovou, Ph.D., vyhl\u00e1\u0161en ji\u017e 13. ro\u010dn\u00edk sout\u011b\u017ee Market\u00e9r roku <\/strong>\u2013 presti\u017en\u00ed sout\u011b\u017ee, kter\u00e1 ka\u017ed\u00fdm rokem vyb\u00edr\u00e1 a oce\u0148uje osobnosti, je\u017e se v\u00fdznamn\u00fdm zp\u016fsobem pod\u00edlej\u00ed na \u00fasp\u011b\u0161n\u00e9m rozvoji sv\u00e9 firmy i marketingu obecn\u011b.<\/p>\n\n

P\u0159edn\u00e1\u0161kov\u00e1 \u010d\u00e1st pak byla rozd\u011blen\u00e1 do dvou blok\u016f. Prvn\u00ed trojice p\u0159edn\u00e1\u0161ek prezentovala pohled na kvalitu a budoucnost marketingu, tak jak ho vid\u00ed mana\u017ee\u0159i \u00fasp\u011b\u0161n\u00fdch firem, zat\u00edmco druh\u00e1 \u010d\u00e1st prezentac\u00ed byla v\u011bnov\u00e1na hledisku akademick\u00fdch pracovn\u00edk\u016f a marketingov\u00fdch specialist\u016f na novou generaci oboru, dnes ozna\u010dovanou jako Marketing 4.0.<\/p>\n\n

Firma ZETOR TRACTORS, a.s.<\/strong>, v\u00a0ni\u017e v\u00a0uplynul\u00e9m roce z\u00edskala hlavn\u00ed cenu sout\u011b\u017ee Market\u00e9r roku a Velk\u00e9ho modr\u00e9ho delf\u00edna \u0159editelka korpor\u00e1tn\u00ed komunikace Ing. Margar\u00e9ta V\u00edghov\u00e1, Ph.D., byla v\u00a0\u00favodn\u00ed p\u0159edn\u00e1\u0161ce s\u00a0titulkem „Traktor jako lovebrand v digit\u00e1ln\u00ed dob\u011b“ zastoupena Ing. Robertem Todtem<\/strong>, \u0159editelem prodeje a marketingu. Tato prezentace se zam\u011b\u0159ila na brand ZETOR jako zna\u010dku, kterou lid\u00e9 miluj\u00ed a je zaj\u00edmav\u00e1 pro p\u0159\u00edslu\u0161n\u00edky v\u0161ech v\u011bkov\u00fdch kategori\u00ed. Komunikace, kterou firma vyu\u017e\u00edv\u00e1 je zam\u011b\u0159en\u00e1 na \u0161irokou \u0161k\u00e1lu informa\u010dn\u00edch kan\u00e1l\u016f, od t\u011bch tradi\u010dn\u00edch jako jsou brandovan\u00e9 p\u0159edm\u011bty, a\u017e po ty nejmodern\u011bj\u0161\u00ed. \u00a0\u00a0<\/p>\n\n

N\u00e1sleduj\u00edc\u00ed p\u0159\u00edsp\u011bvek p\u0159ednesl pan Ing. Jaroslav Machovec<\/strong>, \u0159editel Vina\u0159sk\u00e9ho fondu \u010cR<\/strong> a nositel ceny Duhov\u00fd delf\u00edn. Poutav\u00fdm zp\u016fsobem pohovo\u0159il o stavu a tendenc\u00edch vina\u0159stv\u00ed a konzumentech v\u00edna v\u00a0\u010cesk\u00e9 republice, o marketingu v\u00edna a komunikaci zna\u010dky \u201eV\u00edna z Moravy, v\u00edna z \u010cech\u201c.<\/p>\n\n

T\u0159et\u00ed vystoupen\u00ed, reprezentuj\u00edc\u00ed pohled praxe na novou generaci marketingu, uvedl pan Martin Dolsk\u00fd, MSc., marketing manager ve firm\u011b PENAM, a.s.<\/strong>, jej\u00ed\u017e gener\u00e1ln\u00ed \u0159editel pan Ing. Jaroslav Kur\u010d\u00edk byl v\u00a0uplynul\u00e9m roce poct\u011bn cenou Zlat\u00fd delf\u00edn. \u00da\u010dastn\u00edci semin\u00e1\u0159e se zde sezn\u00e1mili s\u00a0posunem zna\u010dky Penam z\u00a0hlediska intern\u00ed komunikace a samotn\u00fdch produktov\u00fdch \u0159ad. Mimo\u0159\u00e1dnou prioritou t\u00e9to firmy je kvalita, kter\u00e1 se v\u00fdznamn\u011b akcentuje ve v\u0161ech komunika\u010dn\u00edch kan\u00e1lech ve vztahu k\u00a0z\u00e1kazn\u00edk\u016fm i obchodn\u00edm partner\u016fm.<\/p>\n\n

P\u0159est\u00e1vka mezi ob\u011bma p\u0159edn\u00e1\u0161kov\u00fdmi \u010d\u00e1stmi byla vypln\u011bna ob\u010derstven\u00edm formou bohat\u00e9ho rautu, ochutn\u00e1vkou \u010desk\u00fdch a moravsk\u00fdch v\u00edn a diskusemi k\u00a0prob\u011bhl\u00fdm prezentac\u00edm.\u00a0<\/p>\n\n

N\u00e1sledn\u00fd blok p\u0159edn\u00e1\u0161ek zam\u011b\u0159en\u00fd na pohled akademick\u00fdch pracovn\u00edk\u016f a \u0161kolitel\u016f marketingu zah\u00e1jil zn\u00e1m\u00fd \u010desk\u00fd prognostik, mana\u017eer a vysoko\u0161kolsk\u00fd pedagog pan doc. RNDr. Bohum\u00edr \u0160t\u011bdro\u0148, CSc., prorektor V\u0160MVV Praha<\/strong>. Ve sv\u00e9 p\u0159edn\u00e1\u0161ce \u201eMarketing v\u00a0roce 2035\u201c zam\u011b\u0159il pozornost k nov\u00fdm technologick\u00fdm trend\u016fm, jako je nov\u00e1 generace identifik\u00e1tor\u016f RFID, 3D, um\u011bl\u00e1 inteligence \u010di tzv. marketing-inteligence, a tak\u00e9 k nov\u00e9mu soci\u00e1ln\u00edmu sm\u011b\u0159ov\u00e1n\u00ed. Jeho vystoupen\u00ed vyvolalo mimo\u0159\u00e1dn\u00fd z\u00e1jem a mnoho ot\u00e1zek z\u00a0pl\u00e9na.<\/p>\n\n

Ing. Petr Hlavat\u00fd, zakl\u00e1daj\u00edc\u00ed partner poradensk\u00e9 skupiny HPCG<\/strong>, n\u00e1sledn\u011b nav\u00e1zal t\u00e9matem „Marketing 4.0 – Omnichannel marketing“. Hovo\u0159il o p\u0159ibli\u017eov\u00e1n\u00ed a prol\u00edn\u00e1n\u00ed klasick\u00e9ho n\u00e1kupn\u00edho procesu v\u00a0kamenn\u00fdch obchodech a v\u00a0online prost\u0159ed\u00ed, a o mo\u017enostech jejich efektivn\u00edho ovliv\u0148ov\u00e1n\u00ed. Zd\u016fraznil nutnost neomezovat se na jedin\u00e9 sd\u011blen\u00ed v\u00a0r\u00e1mci komunika\u010dn\u00edho kan\u00e1lu, ale vyu\u017e\u00edt v\u0161ech kan\u00e1l\u016f sou\u010dasn\u011b, oslovit maxim\u00e1ln\u00ed \u010d\u00e1st c\u00edlov\u00e9 skupiny, a sn\u00e1ze a p\u0159esn\u011bji rozpoznat preference z\u00e1kazn\u00edk\u016f pro dal\u0161\u00ed vz\u00e1jemnou komunikaci. \u00a0\u00a0<\/p>\n\n

Z\u00e1v\u011bre\u010dn\u00fd p\u0159\u00edsp\u011bvek pat\u0159il pan\u00ed Ing. Jitce Novotov\u00e9 z\u00a0Katedry marketingu a obchodu Ekonomick\u00e9 fakulty TU Liberec<\/strong> a t\u00e9matu „Facebook jako n\u00e1stroj budov\u00e1n\u00ed loajality z\u00e1kazn\u00edka“. Zde autorka p\u0159edstavila v\u00fdsledky plynouc\u00ed z\u00a0rozs\u00e1hl\u00e9ho v\u00fdzkumu mezi u\u017eivateli soci\u00e1ln\u00ed s\u00edt\u011b a prezentovala z\u00e1v\u011br, \u017ee Facebook je vhodnou platformou pro marketingovou komunikaci a budov\u00e1n\u00ed pozitivn\u00edho vztahu z\u00e1kazn\u00edka k firemn\u00ed zna\u010dce a m\u016f\u017ee k jeho loajalit\u011b v\u00e9st.<\/p>\n\n

V\u0161echny prezentace byly zakon\u010den\u00e9 \u0161irokou diskus\u00ed, dotazy, n\u00e1m\u011bty i p\u0159ipom\u00ednkami vlastn\u00edch odborn\u00fdch zku\u0161enost\u00ed. A nen\u00ed se \u010demu divit, v\u017edy\u0165 \u00fa\u010dastn\u00edci zastupovali \u0161irokou \u0161k\u00e1lu odborn\u00e9 ve\u0159ejnosti, kter\u00e1 se marketingem a komunikac\u00ed zab\u00fdv\u00e1 v\u00a0mnoha souvislostech a na mnoha \u00farovn\u00edch.<\/p>\n\n

Z\u00e1v\u011brem nezb\u00fdv\u00e1 ne\u017e pod\u011bkovat v\u0161em p\u0159edn\u00e1\u0161ej\u00edc\u00edm a spoluorganiz\u00e1tor\u016fm, sponzorovi i medi\u00e1ln\u00edmu partnerovi, a p\u0159edev\u0161\u00edm v\u0161em host\u016fm, za p\u0159\u00edjemnou atmosf\u00e9ru a vysokou odbornost, kter\u00e1 tento semin\u00e1\u0159 prov\u00e1zela. Pozitivn\u00ed ohlasy \u00fa\u010dastn\u00edk\u016f jsou pro n\u00e1s z\u00e1vazkem a podn\u011btn\u00e9 p\u0159ipom\u00ednky inspirac\u00ed. Ji\u017e nyn\u00ed p\u0159em\u00fd\u0161l\u00edme nad n\u00e1sleduj\u00edc\u00edm ro\u010dn\u00edkem t\u00e9to akce. \u00a0<\/p>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"

MARKETING 4.0 – KVALITA A BUDOUCNOST MARKETINGU Ing. Libor Ne\u010das, p\u0159edseda Klubu u\u010ditel\u016f marketingu \u010cMS V\u00a0listopadu leto\u0161n\u00edho roku se v\u00a0prostor\u00e1ch pal\u00e1ce Milenium Plaza v\u00a0Praze na Nov\u00e9m M\u011bst\u011b, uskute\u010dnila tradi\u010dn\u00ed akce organizovan\u00e1 \u010ceskou marketingovou spole\u010dnosti, profesn\u00edm Klubem u\u010ditel\u016f marketingu p\u0159i \u010cMS a poradenskou skupinou Hlavat\u00fd&Partners Consulting Group, odborn\u00fd semin\u00e1\u0159 na aktu\u00e1ln\u00ed t\u00e9ma MARKETING 4.0 – kvalita … \u010c\u00edst d\u00e1l<\/a><\/p>\n","protected":false},"author":3,"featured_media":0,"parent":0,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"_mi_skip_tracking":false,"_exactmetrics_sitenote_active":false,"_exactmetrics_sitenote_note":"","_exactmetrics_sitenote_category":0,"ngg_post_thumbnail":0,"footnotes":""},"_links":{"self":[{"href":"https:\/\/www.cms-cma.cz\/wp-json\/wp\/v2\/pages\/4315"}],"collection":[{"href":"https:\/\/www.cms-cma.cz\/wp-json\/wp\/v2\/pages"}],"about":[{"href":"https:\/\/www.cms-cma.cz\/wp-json\/wp\/v2\/types\/page"}],"author":[{"embeddable":true,"href":"https:\/\/www.cms-cma.cz\/wp-json\/wp\/v2\/users\/3"}],"replies":[{"embeddable":true,"href":"https:\/\/www.cms-cma.cz\/wp-json\/wp\/v2\/comments?post=4315"}],"version-history":[{"count":2,"href":"https:\/\/www.cms-cma.cz\/wp-json\/wp\/v2\/pages\/4315\/revisions"}],"predecessor-version":[{"id":4318,"href":"https:\/\/www.cms-cma.cz\/wp-json\/wp\/v2\/pages\/4315\/revisions\/4318"}],"wp:attachment":[{"href":"https:\/\/www.cms-cma.cz\/wp-json\/wp\/v2\/media?parent=4315"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}