Conclusions

	Conclusions 

	Management of marketing communication as part of strategic marketing is one of the most im-

	portant parts included in corporate strategies, which have to each company focus on. Aims of each 

	company would cover up all customers into two higher levels (partner and advocate), because they 

	create the biggest value for the company (Šimberová, 2008). That is possible through effective mar-

	keting campaigns which include impact on customers´ gender because of their mutual dependence

	(Value 0.002). 

	According the result of Pearson´s chi-square test, it brings us to the conclusion that an alterna-

	tive hypothesis is applied – there is a dependency between gender and marketing communication´s

	tools. Effectiveness of new trends in marketing communication creates opportunities to companies, 

	how they could communicate own production to wide audience (according their size, or in crisis 

	time). Main limitation for each company is amount of budget they can use. Therefore, these tools 

	are quite effective because of low needed amount. 

	However, it is necessary to undertake further research, which will use the knowledge and the

	limits not only in domestic, but also in the international environment, to help verify the significance 

	of gender effect on the choice and intensity of use of marketing communication activities. 

	Acknowledgement 

	Paper is supported by project FP-S-12-1764, “Analysis of approaches to achieving synergies in management 

	and marketing with an emphasis on efficiency and corporate social responsibility” provided by Faculty of 

	Business and Management at Brno University of Technology. 

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