The topic of the thesis deals with BTL marketing communication and its importance for brand building. The aim is to analyze tools of BTL marketing communication on the Czech market and identify the most effective tools that can be used to build brand in the FMCG environment. The thesis should provide more details about below the line communication and its increase use market positioning. Also identify appropriate tool for building brand image, quality and raising customer awareness. Research, expert interviews and case studies were used to prove the objective of this thesis.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:264240 |
| Date | January 2016 |
| Creators | Bindzarová, Lucie |
| Contributors | Machek, Martin, Kolouchová, Daniela |
| 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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