Theses 

Communication As a load Bearing Element of the Marketing Communication – Bc. Svetlana Senko

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Vysoká škola finanční a správní

Magisterský studijní program / obor:
Ekonomika a management / Marketing Communication

Bc. Svetlana Senko

Diplomová práce

Communication As a load Bearing Element of the Marketing Communication

Communication As a  load Bearing Element of the Marketing Communication

Anotace: In the following Master Thesis ‘Communication As a load Bearing Element of the Marketing Communication’, I will describe core elements of IMC, to determine the way of optimal combination of the product, price, distribution and promotion in such a way that the needs of the buyer are clearly outlined and there is a synergy between all the elements of the marketing structure. Case-study analysis, carried out in the second part of the thesis, will explain and highlight the role of communication in a rapidly changing marketing environment.

Abstract: In the following Master Thesis ‘Communication As a load Bearing Element of the Marketing Communication’, I will describe core elements of IMC, to determine the way of optimal combination of the product, price, distribution and promotion in such a way that the needs of the buyer are clearly outlined and there is a synergy between all the elements of the marketing structure. Case-study analysis, carried out in the second part of the thesis, will explain and highlight the role of communication in a rapidly changing marketing environment.

Keywords: Crisis communication, CRM, public relations, customer-centric approach, behavioural targeting, product life cycle, neuromarketing, loyalty, synergy, marketing planning, encoding, decoding, marketing.

Jazyk práce: angličtina

Obhajoba závěrečné práce

  • Obhajoba proběhla 14. 6. 2018
  • Vedoucí: Ing. Jiří Šnajdar
  • Oponent: Mgr. Pavel Kotyza

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Nahoru | Aktuální datum a čas: 21. 5. 2019 15:16, 21. (lichý) týden

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