The impact of POS materials on sales: LEGO Nexo Knights 2016 campaign in toy specialist stores – Veronika Kinštová
Veronika Kinštová
Master's thesis
The impact of POS materials on sales: LEGO Nexo Knights 2016 campaign in toy specialist stores
Vliv POS na prodeje: LEGO Nexo Knights kampaň 2016 v hračkářstvích
Abstract:
V dnešním vysoce konkurenčním a zaplněném marketingovém prostředí je pro značky čím dál tím těžší se odlišit d ostatních. Toto je obzvláště výrazný problém v retail. Shopper marketing je disciplína, která se zaměřuje na zákazníky a jejich potřeby a snaží se vytvořit jedinečný nákupní zážitek a tím zvýšit účinnost in-store komunikace. LEGO si klade za cíl svým zákazníkům komunikovat prostřednictvím …moreAbstract:
In today's highly competitive and cluttered marketing environment it becomes increasingly harder for brands to differentiate themselves form others. This is especially pronounced in the retail space. Shopper marketing is a discipline that focuses on shoppers and their needs to create a unique shopping experience and thereby increase in-store communication effectiveness. Keeping in mind the challenges …more
Language used: English
Date on which the thesis was submitted / produced: 18. 2. 2016
Identifier:
http://www.vse.cz/vskp/eid/52530
Thesis defence
- Date of defence: 8. 9. 2016
- Supervisor: Petr Král
- Reader: Miroslav Karlíček
Citation record
ISO 690-compliant citation record:
KINŠTOVÁ, Veronika. \textit{The impact of POS materials on sales: LEGO Nexo Knights 2016 campaign in toy specialist stores}. Online. Master's thesis. Praha: University of Economics, Prague. 2016. Available from: https://theses.cz/id/vx3qd6/.
Full text of thesis
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Institution archiving the thesis and making it accessible: Vysoká škola ekonomická v Prazehttp://www.vse.cz/vskp/eid/52530
Vysoká škola ekonomická v Praze
Master programme / field:
Ekonomika a management / International Management
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