Title:	Personalizace internetu jako marketingový trend
Other Titles:	Internet personalization as a marketing trend
Authors:	Kupec, Michael
Citation:	ŠLECHTOVÁ SOJKOVÁ, O. (ed.) Trendy v podnikání 2022, Plzeň 2023, s. 164-173.
Issue Date:	2022
Publisher:	Faculty of Economics University of West Bohemia
Document type:	konferenční příspěvek conferenceObject
URI:	http://hdl.handle.net/11025/54509
ISBN:	978-80-261-1129-0
Keywords:	marketing;internet;personalizace;umělá inteligence;podnikání
Keywords in different language:	marketing;internet;personalization;artificial intelligence;business
Abstract in different language:	The market is a key entity that sets the pace of change in various areas of business, not least marketing. The changes that have been taking place in the market over the last three decades mean that marketers need to stay up-to-date and in step with the developments of the times. This means, in particular, following the development of technology and its implementation in business activities. In marketing, new marketing trends have been applied as businesses have dealt with the impact of the pandemic crisis associated with COVID-19. The coronavirus crisis accelerated a fundamental change in the communication of businesses, organisations, governments, etc. The trend is towards personalised, active communication towards the customer, made possible by the rapid development of information technology and its computing power. This paper deals with the personalization of web pages and their use in the marketing processes of a company with emphasis on the current trends in this area. However, it also mentions past and anticipated future trends in Internet personalization. The aim of the text is then to provide a theoretical comparison of current web personalization techniques for marketing processes and to propose a framework for their use in practice. The paper presents research questions and uses secondary data analysis in the form of a literature review and content analysis. The text contributes to the discussion by identifying the practical application of the defined web personalization techniques and their position in marketing process strategies designed for online activities.
Rights:	© Authors of papers
Appears in Collections:	Konferenční příspěvky / Conference papers (KMO) Trendy v podnikání 2022 Trendy v podnikání 2022

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