Nové marketingové trendy jako příležitost zvýšení vlivu marketingu na dosažení konkurenčních výhod

This paper is the extract of the thesis „New Marketing as an Opportunity of Increasing Marketing Influence on Enterprise Competitiveness“ which was successfully defended in June 2007. New marketing trends are the future of marketing theory and business practice. Literature research follows new marketing trends from theoretical point of view. With respect to their number and a wide spectrum mainly of English literature, these trends could be grouped into four categories most frequented in literature.