The thesis aims to provide guidance to companies that desire to enter the French market with the aid of internet marketing. Recommendations are given based on a survey of specifics of the market and the environment that the market provides. It was also made its own research among French consumers who were the target group of marketing strategy described in thesis in details. The company has provided space for the practical testing of various marketing tools that were used while entering the French market of luxury products. The thesis is divided into five chapters which are devoted to describing the specifics of the French market, the issue of country of origin, brand perception and internet marketing. The last two chapters contain practical use of marketing methods and their evaluation. In conclusion, there are also evaluated three hypotheses, which had already been defined before the application of the chosen strategy. All information and datas are useful for companies that are interested in similar marketing strategy.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:202086 |
| Date | January 2015 |
| Creators | Důrková, Michaela |
| Contributors | Halík, Jaroslav, Kuchta, Pavel |
| 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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