Modifikace marketingové komunikace cílené na slovenské a české spotřebitele – Bc. Lukáš Foltán
Bc. Lukáš Foltán
Bachelor's thesis
Modifikace marketingové komunikace cílené na slovenské a české spotřebitele
Adjustment of the marketing communication according to Slovak and Czech consumers
Abstract:
Cieľom bakalárskej práce je identifikovať prípadné rozdiely v spotrebiteľskom chovaní slovenských a českých fajčiarov, spôsobené vplyvom rôznych externých faktorov v spotrebiteľskom chovaní. Konzumácia cigariet slovenských a českých fajčiarov bola skúmaná a následne, vzťahy medzi konzumáciou cigariet a externými faktormi boli analyzované. V štúdii, bol použitý kvantitatívny výskum, ktorý bol prevedený …moreAbstract:
As the tobacco industry has reached the mature phase of its lifecycle, it is much more difficult for tobacco companies to retain higher profit margins. A possible ways to cut spending on marketing is by more effective targeting of promotions. However, this requires deep understanding of consumer behaviour which varies from country to country. The aim of this work is to identify any differences in consumer …more
Language used: English
Date on which the thesis was submitted / produced: 26. 6. 2013
Identifier:
https://is.muni.cz/th/l8jbr/
Thesis defence
- Date of defence: 2. 6. 2014
- Supervisor: doc. Ing. Radoslav Škapa, Ph.D.
- Reader: Ing. Bc. Michal Ďuriník
Citation record
ISO 690-compliant citation record:
FOLTÁN, Lukáš. \textit{Modifikace marketingové komunikace cílené na slovenské a české spotřebitele}. Online. Bachelor's thesis. Brno: Masaryk University, Faculty of Economics and Administration. 2013. Available from: https://theses.cz/id/pvr9gf/.
Full text of thesis
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Institution archiving the thesis and making it accessible: Masarykova univerzita, Ekonomicko-správní fakultaMasaryk University
Faculty of Economics and AdministrationBachelor programme / field:
Economy and Management / Business Management
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