"Z(MSM6215648904)" . "LIX" . . . . "1211-8516" . "6"^^ . "Loyalty programs as a part of company's marketing strategy."@en . "Loyalty programs as a part of company's marketing strategy."@cs . "2" . . . . "consumer; personal data; loyalty card; loyalty program"@en . "3"^^ . "43110" . "Loyalty programs as a part of company's marketing strategy." . . . . . . . "3"^^ . "CZ - \u010Cesk\u00E1 republika" . . "RIV/62156489:43110/11:00169272" . . "Loyalty programs as a part of company's marketing strategy."@en . "Loyalty programs as a part of company's marketing strategy." . "Majer, Lud\u011Bk" . "RIV/62156489:43110/11:00169272!RIV11-MSM-43110___" . "This paper aims to characterize the current status of using customer loyalty programs in the Czech Republic. Customer loyalty programs are evaluated as a part of marketing communication, where especially customer cards have a specifi c role in communication mix of selected companies. Furthermore, customer loyalty programs are evaluated from the perspective of internal marketing system company, as an invaluable source of data about customers. Obtained data are used for decisions on segmentation, targeting and overall marketing strategy. Customer loyalty programs in the Czech Republic are also examined from the perspective of consumers -- factors that infl uence consumer involvement in these programs are evaluated. The paper also shows the results of desk research about personal information provided by consumers to engage in customer loyalty programs."@en . . "C\u00EDlem p\u0159\u00EDsp\u011Bvku je charakterizovat aktu\u00E1ln\u00ED stav vyu\u017E\u00EDv\u00E1n\u00ED z\u00E1kaznick\u00FDch v\u011Brnostn\u00EDch program\u016F v \u010Cesk\u00E9 republice. A to jednak z pohledu marketingov\u00E9 komunikace, kdy z\u00E1kaznick\u00E9 karty hraj\u00ED specifickou roli v komunika\u010Dn\u00EDm mixu konkr\u00E9tn\u00EDch vybran\u00FDch spole\u010Dnost\u00ED.D\u00E1le pak z pohledu vnit\u0159n\u00EDho marketingov\u00E9ho syst\u00E9mu firmy, a to jako neoceniteln\u00E9ho zdroje dat o z\u00E1kazn\u00EDc\u00EDch, je\u017E jsou d\u00E1le vyu\u017E\u00EDv\u00E1na p\u0159i rozhodov\u00E1n\u00ED o segmentaci, zac\u00EDlen\u00ED a celkov\u00E9 marketingov\u00E9 strategii firmy. Z\u00E1kaznick\u00E9 v\u011Brnostn\u00ED programy v \u010Cesk\u00E9 republice jsou tak\u00E9 zkoum\u00E1ny z pohledu spot\u0159ebitele. P\u0159\u00EDsp\u011Bvek s pomoc\u00ED kvalitativn\u00EDho pr\u016Fzkumu ur\u010Dujefaktory, kter\u00E9 ovliv\u0148uj\u00ED rozhodov\u00E1n\u00ED firem o vyu\u017Eit\u00ED z\u00E1kaznick\u00FDch v\u011Brnostn\u00EDch program\u016F a zapojen\u00ED spot\u0159ebitel\u016F do t\u011Bchto program\u016F. Sou\u010D\u00E1st\u00ED p\u0159\u00EDsp\u011Bvku jsou tak\u00E9 v\u00FDsledky deskresearchna t\u00E9ma poskytovan\u00FDch osobn\u00EDch \u00FAdaj\u016F spot\u0159ebiteli pro zapojen\u00ED do z\u00E1kaznick\u00FDch v\u011Brnostn\u00EDch program\u016F." . "210049" . "Dufek, Ond\u0159ej" . "Mrkosov\u00E1, Kl\u00E1ra" . "Loyalty programs as a part of company's marketing strategy."@cs . "Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis" . . "[F9B3A1D65FE0]" . . "C\u00EDlem p\u0159\u00EDsp\u011Bvku je charakterizovat aktu\u00E1ln\u00ED stav vyu\u017E\u00EDv\u00E1n\u00ED z\u00E1kaznick\u00FDch v\u011Brnostn\u00EDch program\u016F v \u010Cesk\u00E9 republice. A to jednak z pohledu marketingov\u00E9 komunikace, kdy z\u00E1kaznick\u00E9 karty hraj\u00ED specifickou roli v komunika\u010Dn\u00EDm mixu konkr\u00E9tn\u00EDch vybran\u00FDch spole\u010Dnost\u00ED.D\u00E1le pak z pohledu vnit\u0159n\u00EDho marketingov\u00E9ho syst\u00E9mu firmy, a to jako neoceniteln\u00E9ho zdroje dat o z\u00E1kazn\u00EDc\u00EDch, je\u017E jsou d\u00E1le vyu\u017E\u00EDv\u00E1na p\u0159i rozhodov\u00E1n\u00ED o segmentaci, zac\u00EDlen\u00ED a celkov\u00E9 marketingov\u00E9 strategii firmy. Z\u00E1kaznick\u00E9 v\u011Brnostn\u00ED programy v \u010Cesk\u00E9 republice jsou tak\u00E9 zkoum\u00E1ny z pohledu spot\u0159ebitele. P\u0159\u00EDsp\u011Bvek s pomoc\u00ED kvalitativn\u00EDho pr\u016Fzkumu ur\u010Dujefaktory, kter\u00E9 ovliv\u0148uj\u00ED rozhodov\u00E1n\u00ED firem o vyu\u017Eit\u00ED z\u00E1kaznick\u00FDch v\u011Brnostn\u00EDch program\u016F a zapojen\u00ED spot\u0159ebitel\u016F do t\u011Bchto program\u016F. Sou\u010D\u00E1st\u00ED p\u0159\u00EDsp\u011Bvku jsou tak\u00E9 v\u00FDsledky deskresearchna t\u00E9ma poskytovan\u00FDch osobn\u00EDch \u00FAdaj\u016F spot\u0159ebiteli pro zapojen\u00ED do z\u00E1kaznick\u00FDch v\u011Brnostn\u00EDch program\u016F."@cs . . .