The aim of this Master's thesis is description of new electric water heater launch process. The theoretical part of the thesis deals with marketing mix and goes deeper in explanation of product lifecycle theory. Theoretical part is the basis for practical part. Practical part describes company Ariston Thermo in brief and deals with technical parameters of new electric water heater VELIS as well as distribution and price policy during the launch process. The key part of the thesis is dedicated to analysis of communication mix tools used during the first phase of product lifecycle, it's costs and impact. There is a short recommendation for growth phase in conclusion of the thesis.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:85273 |
| Date | January 2011 |
| Creators | Andžič, Vedrana |
| Contributors | Vávra, Oldřich, Zamazalová, Marcela |
| 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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