Ing. Petr Bohušík
Bachelor's thesis
Etika v marketingové komunikaci
Ethics in Marketing Communication
Abstract:
Cílem práce je zjistit, jak v dnešní společnosti ovlivňuje etické chování firmy spotřebitele, jaký význam pro něj má environmentální a společenská odpovědnost firmy. V části teoretické bude obecně vymezena etika, environmentální a společenská odpovědnost firmy a jednotlivé nástroje marketingové komunikace. V praktické části bude aplikována metoda analýzy zaměřená na subjektivní význam etiky a odpovědnosti …moreAbstract:
The aim of the thesis is to find out how in today's society the ethical behaviour of the firms influences their consumers, whether environmental and social responsibility of the companies has any importance for the customers. In the theoretical part, there will be generally defined ethics, environmental and social responsibility of the company and various tools of marketing communication. In the practical …more
Language used: Czech
Date on which the thesis was submitted / produced: 16. 4. 2013
Identifier:
https://is.vsfs.cz/th/tt555/
Thesis defence
- Date of defence: 7. 6. 2013
- Supervisor: PhDr. Marek Matějka
- Reader: prof. Ing. František Zich, DrSc.
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
Bachelor programme / field:
Economics and Management / Marketing Communication
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