An Impact of Reverse Logistics Activities on Marketing Communication

摘要: The topic of reverse logistics has become very actual due the requirements highly competitive market. This importance is made by significance condition for environment-friendly production and purchasing around world. Individual activities, which are included in logistics, support entrepreneurs their competitiveness to other companies own customers. objective paper find relationship between marketing communication tool activities on behaviour final customers Czech Republic. A theoretical background from area supports this approach with data primary research collected author. was used. entire focused evaluation customers' perception Republic a questionnaire survey. Sample population created 1266 consumers' respondents, were chosen random way. There returned questionnaires 332 respondents. Questionnaire itself distributed only platform, during June 2016. aimed at group people Findings shows connection individual tools, well-accepted customer side. result can be used that operate or Central European