Zpět na vyhledávání

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 …more
Abstract:
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
 

Keywords

Marketing research marketing campaign advertisement campaign Sanofi Zentiva Celaskon Calibrum importance of marketing research marketing research in development of marketing campaign qualitative research
 
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.

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