Ing. Lenka Linhartová
Master's thesis
Sponzoring a jeho základní typologie
Sponsorship and its basic typology
Abstract:
Cílem diplomové práce je analyzovat stávající sponzoring a navrhnout efektivnější způsoby realizace sponzoringu, který je nástrojem marketingové komunikace, konkrétně public relations. V přehledu poznatků se práce zaměřuje popis marketingu, marketingových nástrojů a public relations. Podrobně popisuji definici a podstatu fungování sponzoringu. Dále se zabývám typy sponzoringu a charakterem jeho cílových …moreAbstract:
The aim of my thesis is to analyze the existing sponsorship and suggest effective ways of sponsorship, which is a tool of marketing communications, specifically public relations. The survey findings focuses on description of marketing, marketing tools and public relations. Describe in detail the definition and essence functioning sponsorship. I also deal with of the types of sponsorship and the character …moreKeywords
Marketingová komunikace strategie vztahy s veřejností sponzoring sponzor cílová skupiny sportovní akce propagace reklama média barter marketingová nabídka marketing communications strategy public relations sponsorship sponsor target group sports events promotion advertising marketing offer.
Language used: Czech
Date on which the thesis was submitted / produced: 14. 4. 2011
Identifier:
https://is.vsfs.cz/th/tqtk6/
Thesis defence
- Date of defence: 29. 6. 2011
- Supervisor: prof. PhDr. Dušan Pavlů, CSc.
- Reader: Mgr. Michal Tomčík, PhD.
Full text of thesis
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Institution archiving the thesis and making it accessible: Vysoká škola finanční a správníUniversity of Finance and Administration
Master programme / field:
Economics and Management / Marketing Communication
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