Internationalization and globalization of world markets, causing an increase in rivalry between competing undertakings, as well as an increase in demands and expectations of end users. The effort of a large number of businesses is to create the competitive potential of a brand. So far from the brand of the 21st century is in a position of competitive advantage, the role of enterprises is search for alternative communication channels to increase interaction from your customers. The article summarizes the theoretical basis of the concept of traditional sales promotion concepts and Phygital as progressive tools of modern marketing communication. The component of this article is also a case study on the use of the concept Phygital and relevant results of the surveys realized by Microsoft Digital Trend in 2015.
Traditional sales promotion, Phygital concept, marketing communications, brand building.
The authors are with University of Zilina, Faculty of Operation and Economics of Transport and Communication, Univerzitna 1, 010 26 Zilina, Slovak Republic (e-mail: email@example.com, firstname.lastname@example.org).
Dominika Moravcikova and Jana Kliestikova, "
Brand Building with Using Phygital Marketing Communication," Journal of Economics, Business and Management vol. 5, no. 3, pp.