This thesis deals with the in-store marketing and its application in the supermarket Billa ltd. The work is divided into the theoretical and practical part. The theoretical part deals with sales support, which includes in-store marketing. In the practical part I describe the current trends within in-store marketing and the merchandising problems there as well. The practical work is also dedicated to the description of the actual means of in-store marketing in the supermarket Billa ltd. The actual research work is carried out on the basis of survey and field survey of the supermarket. Using the obtained results and their comparison with the supermarket Albert are defined and I evaluated current trends in in-store marketing within the supermarket Billa ltd.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:193575 |
| Date | January 2014 |
| Creators | Moučková, Eva |
| Contributors | Hesková, Marie, Jelínková, Linda |
| 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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