Ing. Eli Goldmann

Master's thesis

Sales Promotion as a Tool of the Integrated Marketing Communication in the Selected Company

Sales Promotion as a Tool of the Integrated Marketing Communication in the Selected Company
Abstract:
Integrated marketing communication is a tactic which many companies are now using in their marketing strategies, and one of the most important facets of this tactic is how sales promotion is utilized within it. This paper analyses the use of sales promotion as a tool within the integrated marketing communications (IMC) strategy of a defined FMCG company—Anheuser-Busch InBev. Specifically, the practice …more
Abstract:
Integrated marketing communication is a tactic which many companies are now using in their marketing strategies, and one of the most important facets of this tactic is how sales promotion is utilized within it. This paper analyses the use of sales promotion as a tool within the integrated marketing communications (IMC) strategy of a defined FMCG company—Anheuser-Busch InBev. Specifically, the practice …more
 
 
Language used: English
Date on which the thesis was submitted / produced: 30. 4. 2019

Thesis defence

  • Date of defence: 21. 6. 2019
  • Supervisor: PhDr. Karel Eliáš, CSc.
  • Reader: PhDr. Ilona Toufarová

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