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Communication as load bearing element of marketing communication – Ing. Ekaterina Sarantseva

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Ing. Ekaterina Sarantseva

Master's thesis

Communication as load bearing element of marketing communication

Communication as load bearing element of marketing communication.

Abstract: In this Diploma Thesis communication as the main element of marketing communication is considered. The work consists of two parts with the introduction to the topic and conclusion. In the first part, the theoretical aspect of communication and communication in organization with the stress on marketing communication is раскрыта. In the second part, there are the examples of implementing the marketing communication in the certain company is analysed and the recommendations for the improvement are given. The conclusion summarizes the results and confirms the working hypothesis.

Abstract: In this Diploma Thesis communication as the main element of marketing communication is considered. The work consists of two parts with the introduction to the topic and conclusion. In the first part, the theoretical aspect of communication and communication in organization with the stress on marketing communication is раскрыта. In the second part, there are the examples of implementing the marketing communication in the certain company is analysed and the recommendations for the improvement are given. The conclusion summarizes the results and confirms the working hypothesis.

Keywords: Communication, marketing communication, stakeholders, internal communication, external communication, social corporate responsibility, PR.

Language used: English

Thesis defence

  • Date of defence: 24. 6. 2016
  • Supervisor: Ing. Jiří Šnajdar
  • Reader: PhDr. Marie Koubová

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