Marketingová komunikace vybrané značky na vybraném trhu v porovnání s konkurencí – Ondřej Nauč
Ondřej Nauč
Bachelor's thesis
Marketingová komunikace vybrané značky na vybraném trhu v porovnání s konkurencí
Marketing communication of a selected brand in a selected market in comparison with competitors.
Abstract:
Bakalářská práce se zabývá problematikou marketingového mixu, se zvláštním zaměřením na marketingovou komunikaci. V teoretické části je definován teoretický základ jako: marketing, marketingový mix 4P či marketingová komunikace. Praktická část se zabývá analýzou dvou sledovaných společností. Pomocí techniky mystery shoppingu byly zjištěny důležité informace, na jejíchž základech vznikla komparační …moreAbstract:
This bachelor thesis deals with the issue of marketing mix, especially with a marketing communication. The theoretical part defines the theoretical basis. The practical part deals with the analysis of two monitored companies. All relevant information about both was collected using the mystery shopping technique. The comparative analysis is based on findings of this research method. Results are summarized …more
Language used: Czech
Date on which the thesis was submitted / produced: 10. 12. 2019
Thesis defence
- Supervisor: Ing. Martina Beránek, Ph.D.
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Full text of thesis
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Institution archiving the thesis and making it accessible: ŠKODA AUTO a.s., ŠKODA AUTO VYSOKÁ ŠKOLA o.p.s.ŠKODA AUTO a.s.
ŠKODA AUTO VYSOKÁ ŠKOLA o.p.s.Bachelor programme / field:
Economics and Management / Business Administration and Sales
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