the first chapter deals with the theoretical background as a base for this thesis. It defines the terms marketing communication and commercial communication. In the second half it deals with market research. The second chapter introduces Billa as a part of REWE Group and an important player on the czech market. A Big part of this chapter deals with Billa's communication campaigns. The last chapter introduces one particular campaign and analyses it, using data that were provided by Billa for this purpous.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:81406 |
| Date | January 2010 |
| Creators | Kučera, Michal |
| Contributors | Postler, Milan, Tichý, Miloslav |
| 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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