Role and significance of market research in all stages of development of efficient advertisement campaign – Ing. Alexandra Kargapolova
Ing. Alexandra Kargapolova
Master's thesis
Role and significance of market research in all stages of development of efficient advertisement campaign
Role and significance of market research in all stages of development of efficient advertisement campaign
Abstract:
Tato práce se zaměřuje na roli marketingového výzkumu v procesu rozvoje marketingové kampaně a se zabývá hodnocením jeho použití v prvních fázích dvou re-startových marketingových kampaní, totiž kampaně Celaskon vitamin C a Calibrum multivitamíny farmaceutické značky Sanofi. První část obsahuje teoretický základ marketingového výzkumu a procesu marketingové kampaně, zejména definice, popis kroků procesu …moreAbstract:
This work is focused on the role of marketing research in process of development of marketing campaign and deals with evaluation of its usage in first stages of two re-launch marketing campaigns, namely the campaigns of Celaskon Vitamin C and Calibrum Multivitamins brands of pharmaceutical company Sanofi. The first part provides the theoretical basis of marketing research and process of marketing campaign …more
Language used: English
Date on which the thesis was submitted / produced: 18. 4. 2014
Identifier:
https://is.vsfs.cz/th/g03pw/
Thesis defence
- Date of defence: 24. 6. 2014
- Supervisor: M.A. Ondřej Kotouč
- Reader: PhDr. Karel Eliáš, CSc.
Citation record
ISO 690-compliant citation record:
KARGAPOLOVA, Alexandra. \textit{Role and significance of market research in all stages of development of efficient advertisement campaign}. Online. Master's thesis. Praha: University of Finance and Administration. 2014. Available from: https://theses.cz/id/iilvbd/.
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
Master programme / field:
Economics and Management / Marketing Communication
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