Bc. Andrea Říhová
Master's thesis
Category management na straně dodavatele
The Category Management on the Supplier´s Side
Abstract:
Diplomová práce se zabývá problematikou category managementu na českém trhu piva a cidrů.V první části práce jsou definovány pojmy související s danou problematikou s pojmy z oblasti moderního marketingu. Dále je zde vysvětlen celý proces fungování category managementu, který je následně ve vlastní práci převeden do praxe.Vlastní práce si klade za cíl vypracování návrhu optimalizovaného vystavení kategorie …moreAbstract:
This thesis deals with the category management on the beer and cider market in Czech retail. First part of the thesis defines terms related to the given issue and modern marketing. In this part of thesis there is also explained the whole process of category management, which is put into real context in practical part of this thesis.The aim of the thesis is to develop a suggestion of optimized display …more
Language used: Czech
Date on which the thesis was submitted / produced: 28. 3. 2019
Thesis defence
- Supervisor: Ing. Michal Chocholoušek, Ph.D.
Citation record
Full text of thesis
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Published in Theses:- světu
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Institution archiving the thesis and making it accessible: Česká zemědělská univerzita v Praze, Provozně ekonomická fakultaCzech University of Life Sciences Prague
Faculty of Economics and ManagementMaster programme / field:
Economics and Management / Economics and Management
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