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- Title
VYUŽITIE NÁSTROJOV MARKETINGOVEJ KOMUNIKÁCIE V PROSTREDÍ MATERSKEJ ŠKOLY.
- Authors
Czölderová, Martina; Selecký, Erik
- Abstract
The articel is oriented to find the most effective tools of marketing communication in the kindergarten environment. In the theoretical part we approached marketing in kindergartens, its current state, alternative forms of marketing and current marketing trends in the environment of kindergartens. In the empirical part, we focused on finding the most effective tool for marketing communication in the kindergarten environment. The research was divided into two parts. In the first part of the research, we focused on finding effective tools for marketing communication in kindergartens using the method of standardized interviews with principals of kindergartens from different cities in Slovakia. Subsequent selection of the two best activities and their verification. The research sample consisted of parents and children attending the Vilôčka Private Kindergarten, Košice. In the second part of the empirical research, we focused on a specific tool, marketing communication "public relations" and through the activity "Sports with animals 2022" we tried to point out the effectiveness of marketing communication tools in the kindergarten environment. The research sample consisted of parents and children attending the Vilôčka Private Kindergarten, Košice, as well as public respondents participating in the activity. The results of empirical research have shown us which marketing communication tools are most effective for retaining a kindergarten client and subsequently acquiring new school clients. In the discussion, based on our results, we developed recommendations for practice directed by the principal or manager of kindergartens.
- Subjects
SLOVAKIA; COMMUNICATION in marketing; MARKETING; MARKETING effectiveness; KINDERGARTEN children; CITIES &; towns; PUBLIC relations
- Publication
Young Science / Mladá Veda, 2023, Vol 11, Issue 2, p12
- ISSN
1339-3189
- Publication type
Article