This thesis is focused on communication strategy of the Siemens company with emphasis on the communication activities of the Czech companies of the Siemens group and on the particular marketing campaign. The theoretical part explains the term "communication strategy" and describes the process of marketing communication and various models referring to the marketing communication. Furthermore, it characterizes particular tools of the communication mix and also deals with marketing research. The practical part provides general information about the Siemens company and a description of the communication activities of the company which are focused on the increase of the brand knowledge and strenghtening of the company image. This part also deals with the changes in the communication strategy after 2003 and the characterization of the Czech marketing campaign "We Like Being In the Czech Republic". The evaluation of the effects of the performed changes and the marketing campaign for the image of the Siemens company is the content of the final chapter. This evaluation results from the findings of the image analyses carried out by an independent research agency.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:15979 |
| Date | January 2009 |
| Creators | Maleninská, Eva |
| Contributors | Král, Petr, Karlíček, Miroslav |
| 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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