This master's thesis deals with the analysis and presentation of the global company Nike, especially the perception of the brand as a symbol of basketball. The master's thesis is divided into two parts. The first part describes the theoretical and methodological starting points, particularly the international marketing environment, concepts and strategic approaches, international marketing mix, plus the event marketing and sponsorship, which are an integral part of Nike marketing. The practical part describes the Nike company both from an international perspective, and marketing activities in the domestic environment. Based on the information and the survey, conducted gives recommendations for marketing activities in the basketball category in the domestic market.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:113680 |
| Date | January 2011 |
| Creators | Tichý, Petr |
| Contributors | Boučková, Jana, Kaňovský, Luděk |
| Publisher | Vysoká škola ekonomická v Praze |
| Source Sets | Czech ETDs |
| Language | Czech |
| Detected Language | English |
| Type | info:eu-repo/semantics/masterThesis |
| Rights | info:eu-repo/semantics/restrictedAccess |
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