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Ing. Tatiana Runtova

Master's thesis

Integrated Marketing Communication and Company’s Business Plan

Integrated Marketing Communication and Company’s Business Plan
Abstract:
This research presents the analysis of approaches to marketing planning as a part of corporate planning. We draw the description of integration of marketing plan with the development of a business plan, including the use of integrated marketing communications. Objective of analysis is to solve the contradiction between the use of traditional marketing tools and digital marketing as a new and effective …more
 

Keywords

Marketing marketing planning business planning corporate strategy integrated marketing communication digital marketing L'Oréal.
 
Language used: English
Date on which the thesis was submitted / produced: 14. 4. 2015
Identifier: https://is.vsfs.cz/th/m1866/

Thesis defence

  • Date of defence: 25. 6. 2015
  • Supervisor: PhDr. Karel Eliáš, CSc.
  • Reader: M.A. Ondřej Kotouč

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