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Bc. Karolína Takáčová

Master's thesis

Marketingová stratégia riadenia hodnoty značky

Brand value management marketing strategy
Abstract:
The aim of the diploma thesis is to propose recommendations for the practice of the selected brand in the researched area, based on the acquired theoretical knowledge and knowledge obtained through a survey focused on the marketing strategy of brand value management from the customer point of view. The theoretical part deals with marketing theory and it is intersection with brand value management. …more
Abstract:
Cieľom diplomovej práce je na základe nadobudnutých teoretických poznatkov a poznatkov získaných prostredníctvom prieskumu zameraného na marketingovú stratégiu riadenia hodnoty značky z pohľadu zákazníka, navrhnúť odporúčania pre prax vybranej značky v skúmanej oblasti. Teoretická časť sa zaoberá teóriou marketingu a jej prienikom s manažmentom hodnoty značky. Praktická časť zahŕňa výsledky dotazníka …more
 

Keywords

Marketingová stratégia hodnota značky značka riadenie značky branding budovanie značky Marketing strategy brand equity brand brand managemnt brand building
 
Language used: Slovak
Date on which the thesis was submitted / produced: 21. 12. 2023
Identifier: https://is.ambis.cz/th/w4ol2/

Thesis defence

  • Date of defence: 29. 1. 2024
  • Supervisor: doc. JUDr. Ing. Jana Majerová, Ph.D.
  • Reader: doc. Ing. Margaréta Nadányiová, Ph.D.

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Master programme / field:
Economics and Enterprise Management / Economics and Enterprise Management

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