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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...

The following article gives a picture of the history and current state of the entertainment gaming industry, which is rapidly developing and changing in these few years. Compares features of gaming devices and consoles, methods of distribution of its products to consumers and describes the modern selling models such as microtransactions. The article deals about current sales and marketing models used in this industry. It also focuses on the big problem in the gaming industry which is piracy. In the analytical part...

The paper deals with investigating thorough analysis that reveals the impact of digitalisation as the development of new communication platforms are changing consumer's purchasing behaviour in the online environment. The main aim of our research to identify the dynamics of consumer preferences in relation to the communication platforms of digital equipment for purchase in the online environment. To fulfil the aim of the research we are in the period 02.21.2016 - 03.06.2016 conducted a questionnaire survey located ...