This diploma thesis focuses on evaluation of marketing communication of a company operating in the automotive industry. The aim of the thesis it to characterize and evaluate current external communication of the authorized dealerships of the Peugeot brand and their communication with import in the area of marketing activities. Subsequently appropriate recommendations leading to their improvement will be determined. Recommendation comes up also in the area of usage of client database and with processing potential demand.
The literature search works with theoretical knowledge of the marketing area, marketing mix, communication mix, methods of budget and databases determination. Practical part uses findings to describe individual parts of marketing communication of the chosen company, which are subsequently evaluated by the individual subsidiaries of the Peugeot brand in the questionnaire survey. On the basis of answers -which are demonstrated by the charts- specific solutions are proposed.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:258909 |
| Date | January 2016 |
| Creators | Šočová, Vanessa |
| Contributors | Balcarová, Tereza, Jana, Jana |
| Publisher | Česká zemědělská univerzita 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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