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Ing. Maria Bykova

Master's thesis

Sales Promotion as a Part of Integrated Marketing Communication at Launch of Novelty on the Market

Sales Promotion as a Part of Integrated Marketing Communication at Launch of Novelty on the Market
Abstract:
Diplomová práce analyzuje strategie a nástroje na podporu prodeje nových produktů.Teoretická část práce vysvětluje základní pojmy vztahující se k tématu, jako jsou novost, stage-gate model, push a pull strategie, cílové publikum, pól fitness atd. Popisuje různé typy nástrojů, které jsou široce používány v oblasti podpory prodeje. Praktická část je zaměřena na strategie, které jsou použitelné pro nové …more
Abstract:
The diploma thesis analyses the strategies and tools of sales promotion for new products. The theoretical part of the work explains the basic terms related to the topic, such as novelty, stage-gate model, push and pull strategy, target audience, pole fitness etc. It describes different type of tools which are widely used in sales promotion. The practical part is focused on strategies, which are applicable …more
 

Keywords

Integrated Marketing Communication Sales Promotion Consumer Promotion Trade Sales Promotion Strategy Novelty Pole Fitness Poe Fitness Clothes.
 
Language used: English
Date on which the thesis was submitted / produced: 5. 5. 2014
Identifier: https://is.vsfs.cz/th/vfvpt/

Thesis defence

  • Date of defence: 24. 6. 2014
  • Supervisor: Ing. Jiří Šnajdar
  • Reader: PhDr. Karel Eliáš, CSc.

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University of Finance and Administration

Master programme / field:
Economics and Management / Marketing Communication & Master of Business Administration

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