Marketing and Consumer Behavior; The Impact of Branding

Bc. Ali Karimli

Bakalářská práce

Abstract:

Abstracts Nowadays if somebody is willing to learn marketing in depth he has to try interdisciplinary approach. First of all, marketing is too complex to be fit into narrow field. Second, marketing is mostly is a product of creative imagination and therefore requires originality rather than traditional obedience to existing methodology. Therefore, it requires a combination of various social sciences that can help us to understand marketing much deeper. In this sense it is much more useful to relate marketing with consumer behaviour as well as to scrutinize a notion of branding in order to get a comprehensive analysis which gives us an opportunity to review marketing from different perspectives. The word Marketing is like double-edged sword. It does have a theoretical background. On the other hand, it can’t be taught exclusively by theoretical means since there is also a profound practical element about Marketing. Therefore, in order to get a comprehensive understanding of Marketing and its relation with consumer behavior one needs to review not only theoretical factors but also practical means as well. In this paper we would review all aspects of marketing field through the lens of consumer behavior by analyzing practical foundations of this discipline.

Keywords

Keywords Marketing strategy, branding, consumer behavior, competition, social, sciences, anthropology, PayPal, innovation, mimetic theory.

Jazyk práce: angličtina

Datum vytvoření / odevzdání či podání práce: 26. 9. 2017

Obhajoba závěrečné práce

• Obhajoba proběhla 4. 11. 2017
• Vedoucí: Mgr. Ing. Dominik Stroukal, Ph.D.
• Oponent: Ing. Andrej Mazán, MBA

Vysoká škola finanční a správní

Bakalářský studijní program / obor:
Ekonomika a management / Business Management and Corporate Finance