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Recently, advertising and new forms of internet advertising are among the most popular tools to influence buyers. It is the most visible and most discussed form of marketing communication. Advertising has the ability to influence the creation and change of needs, demand, but also consumer interests and habits. Just as advertising can affect consumers' buying behaviour, advertising can also discourage it. The objective of the contribution is the theoretical processing of the research problems in the field of advert...

Organization that wants to succeed in the present market must monitor and evaluate the competition, adapt its range of products and services to market changes and reach as large number of consumers as possible. Product policy is a necessary and important part of the management and marketing of each company. The aim of the paper is the theoretical processing of the product policy and product strategy and product strategy of selected international company in terms of Slovak consumers. The present paper reports a the...