This thesis aims to establish the recommendations, proposals and procedures under which the company Mediaresearch will be able effectively use marketing communication and build a unique Corporate Identity. Through strong identity company will be able to influence its image among stakeholders. The theoretical part describes the different elements of corporate identity including the current trends. These components are then supplemented by appropriate research methods for the situation analysis. The theoretical part is followed by analysis of the company's market position. In addition to the analysis of current practices the findings of two internal employee surveys and interviews with the Board are used for the deduction of the recommendations. Each element of corporate identity is analysed separately and marketing recommendations are then drawn in wider context.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:74882 |
| Date | January 2010 |
| Creators | Mazal, Jan |
| Contributors | Štědroň, Bohumír, Ivánková, Alena |
| 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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