The theme of this thesis is the use of social networking as a marketing tool. The aim is to describe the possibilities of working with various social networks, the role of an agency as a creator of content of a brand and describe the phases of the preparation of communication. The thesis shows the formation of communication on a specific example of Becherovka Original brand, where in the final part of the text the thesis compares the two periods of creation and aims to provide relevant communication evaluation with recommendations for further communication.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:204869 |
| Date | January 2015 |
| Creators | Plašilová, Tereza |
| Contributors | Horný, Stanislav, Tuháčková, Eva |
| 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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