This master thesis is divided into three parts. First part deals with theoretical approaches in marketing strategy with special focus on activities connected to a launch of a new product. These theoretical approaches are compared to common practice in company Renault. Second part focuses on particular case of using marketing strategy -- launching of Renault Koleos model on the Czech market. In the final part of this work we evaluate results of this launch, we try to find weak points and propose corrections of company's marketing strategy.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:9420 |
| Date | January 2008 |
| Creators | Biedermann, Petr |
| Contributors | Machková, Hana, Štěrbová, Ludmila |
| 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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