Přístupy k zjišťování efektivnosti nástrojů marketingové komunikace – Ing. Jana Ouřadová
Ing. Jana Ouřadová
Master's thesis
Přístupy k zjišťování efektivnosti nástrojů marketingové komunikace
Approaches to determination of efficiency marketing communication instruments
Abstract:
Abstrakt Marketingová komunikace musí být oboustranná, vyvážená a etická. V teoretické části analyzuji, jaké nástroje marketingové komunikace používala firma Emco pro výrobek Biskiti a měřím její jednotlivé složky. Zjišťuji, zda společnost zvolila efektivní komunikační nástroje a zda jsou Biskiti stále oblíbeným produktem pro děti do 12 let. Definuji parametry, které vedou k vyšší efektivnosti marketingového …moreAbstract:
Abstract Marketing Communication is two-way process; it is a relationship between sender and recipient. The Communication has to be balanced and be ethic; it is about using the right words and the right context. In my theoretical part I analyzed what kind of marketing communications tools does company EMCO (for its product Biskiti) and I measured each of its product components. I tried to find out …moreKeywords
Klíčová slova Reklama podpora prodeje vztahy s veřejností komunikace se zákazníkem konkurenční společnost Nestlé obal výrobku Emco ČR a výrobek Biskiti. Key words Advertisement sales promotions public relations communication with costumer competition of company Nestlé packing of product Emco Czech republic and product Biskiti.
Language used: Czech
Date on which the thesis was submitted / produced: 16. 4. 2009
Identifier:
https://is.vsfs.cz/th/difzn/
Thesis defence
- Date of defence: 26. 6. 2009
- Supervisor: doc. Ing. Milan Kašík, CSc.
- Reader: Mgr. Matěj Hušek
Citation record
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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 / Business Management and Corporate Finance
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