Nove trendy v marketingu analyza, moznosti uplatneni v CR

Bc. Ondřej MÁČALÍK

Diplomová práce

New trends in marketing - analysis, possibilities for use in ČR

Anotace:

Predlozena diplomova prace je zamerena na tema "Nove trendy v marketingu a jejich uplatneni v praxi". Primarnim cilem teto diplomove prace je zjistit, jak siroka verejnost vnima vzestupujici trend v oblasti vytvareni marketingovych kampani. V teoreticke casti autor prace nadefinoval samotny marketing a pote se venoval samotnym trendum voblasti marketingove komunikace. Soucasti teoreticke casti je i popis procesu marketingoveho vyzkumu od stanoveni cilu az po interpretaci vysledku vyzkumu. Prakticka cast obsahuje nejdrive srovnani vyuziti trendu v marketingove komunikaci mezi Ceskou republikou a zahranicim. A nedilnou soucasti prakticke casti je i samotny autoruv vyzkum. Prace je zakoncena autorovym navrhem samotne marketingove kampane na zaklade ziskanych vysledku z jeho vyzkumu.

Abstract:

This master thesis is focused on topic "New trends in marketing- analysis, possibilities of usage in Czech republic". Primary goal of this thesis is to find out how well is a public crowd aware of growing trend in creating marketing campaigs. In theoretical part of this thesis the author defines a marketing itself and then he shifts his focus towards the trends in marketing communication. One piece of theoretical part is dedicated to describing a proces of marketing research. Practical part starts by comparing usage of trends in marketing communication between Czech republic and abroad countries. Main piece of pratical part is dedicated to author's research. The practical part is closed down by author's suggested campaign based on the results of his research.

Klíčová slova

guerilla marketing, WOM, ambush marketing, buzzmarketing, viralni marketing, mosquito marketing, astrosurfing, wild posting, ambietni marketing, nove trendy, marketingova komunikace

Jazyk práce: čeština

Datum vytvoření / odevzdání či podání práce: 23. 4. 2018

Zveřejnit od: 31. 12. 2999

Obhajoba závěrečné práce

• Vedoucí: Doc. Ing. Dagmar Jakubíková, Ph.D.

ZÁPADOČESKÁ UNIVERZITA V PLZNI

Fakulta ekonomická

Magisterský studijní program / obor:
Ekonomika a management / Podniková ekonomika a management