Bc. Daniela Kronusová
Master's thesis
Cause Related Marketing
Cause Related Marketing
Abstract:
Diplomová práce se věnuje tématu Cause Related Marketing (CRM). CRM je marketingová strategie, při které se podniky zapojují do dobročinné aktivity s cílem zlepšit podnikatelkou image a loajalitu zákazníků. V práci jsou vysvětleny pojmy marketing, marketingový mix, nezisková organizace a pojem Cause Related marketing. Dále jsou vytvořeny případové studie na vybrané hypermarkety v České republice a …moreAbstract:
The thesis is focused on the topic of Cause Related Marketing (CRM). CRM is a marketing strategy, where enterprises get involved in charitable activities to improve their image and loyalty of their customers. The terms marketing, marketing mix, non-profit organization and Cause Related Marketing are explained in the thesis. There are also a case studies of selected hypermarkets in the Czech Republic …more
Language used: Czech
Date on which the thesis was submitted / produced: 2. 4. 2024
Thesis defence
- Date of defence: 28. 5. 2024
- Supervisor: doc. Ing. Lucie Kvasničková Stanislavská, Ph.D.
- Reader: Michaela Fejtková Drgová, externi
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Institution archiving the thesis and making it accessible: Česká zemědělská univerzita v Praze, Provozně ekonomická fakultaCzech University of Life Sciences Prague
Faculty of Economics and ManagementMaster programme:
Ekonomika a management
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