The diploma thesis looks into luxury beauty industry. The aim is to define problem areas in the communication strategy of luxury cosmetics brand of specific company with a focus on sales promotion in a specific distribution channel and propose possible solutions for improvement based on the analysis. Verification of the problem and the recommendations for its improvement will take place on the basis of in-depth interview techniques, observation of merchandising in specific distribution chanel and focus group with consumers of the beauty brand.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:206425 |
| Date | January 2015 |
| Creators | Walzelová, Kristýna |
| Contributors | Zamazalová, Marcela, Hartová, Dominika |
| 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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