The work deals with the analysis of a marketing campaign to place the new Mercedes A class on the market. The aim of the thesis is to evaluate marketing communication and propose its improvement. This aim is based on the analysis results of marketing communications and marketing research's results. The theoretical part is focused on the theory of marketing communication, and situational analysis. In the introduction of the practical part of my thesis I deal with automotive market and the closer description of cars Mercedes Benz Class A. There is also elaborated situational analysis and analysis of marketing communication. Through survey I try to verify the achievement of the marketing communication and determine what changes causes communication in awareness, knowledge, attitudes and purchase intentions of the target group. Based on the obtained results are formulated conclusion and recommendations.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:150392 |
| Date | January 2011 |
| Creators | Pravdová, Lucie |
| Contributors | Vávra, Oldřich, Koudelka, Jan |
| 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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