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Marketingové aktivity NIKE v kategorii basketbal pro tuzemský trh / Marketing activities in the category of Nike basketball for the domestic market

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.

Identiferoai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:113680
Date January 2011
CreatorsTichý, Petr
ContributorsBoučková, Jana, Kaňovský, Luděk
PublisherVysoká škola ekonomická v Praze
Source SetsCzech ETDs
LanguageCzech
Detected LanguageEnglish
Typeinfo:eu-repo/semantics/masterThesis
Rightsinfo:eu-repo/semantics/restrictedAccess

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