This thesis deals with cultural differences and creation of marketing campaign according to the nationality of the consumer. The theoretical part discusses the principles of marketing campaign, intercultural marketing and cultural diversity. Two researches will be carried out in this work: the first research aims to determine whether advertising enters into a stylish and cultural conflict with the social environment, the second research aims to make recommendations for creating marketing campaigns for selected countries based on secondary data.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:414467 |
| Date | January 2020 |
| Creators | Tsap, Yuliya |
| Contributors | Fojtů, Kateřina, Luňáček, Jiří |
| Publisher | Vysoké učení technické v Brně. Fakulta podnikatelská |
| 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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