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Analýza marketingové komunikace na vybraném trhu ČR perspektivou parciálních strategií dle Kotlera / Analysis of a Marketing Communication in a chosen Czech Republic Market from the Perspective of Kotler Partial Strategy

The aim is to analyze the mass-media marketing communications companies in the lead, challengers, followers and nichers on Czech automotive market. The analysis will be based on data for ads on television, radio, print automakers entered the period of 2014 and informations on registration of producers in the same period. Information on the authorization together with the characteristics of each brand will be the starting basis for profiling groups of brands according to Kotler parcial strategy. Communication activities of the groups will be analyzed. Finally, it will be evaluated, whether companies communicate properly with respect to its position. Alternatively, it will be proposed recommendations for changes to this communication.

Identiferoai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:262245
Date January 2015
CreatorsKouba, Václav
ContributorsKincl, Tomáš, Novák, Michal
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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