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BTL marketingové komunikace a jejich význam pro budování značky. / BTL Marketing Communications and their importance for brand building

This thesis consists of two main parts - theoretical part and practical part. Marketing mix, development of marketing communications, communication campaign and individual tools of communication mix with focus on BTL marketing communications (Sales Promotion, Direct Marketing and New Media) and their importance for brand building are described within the theoretical part. The practical part includes the analysis of BTL online communication campaign for New Fiesta made by Ford Motor Company. The objective of this thesis is to demonstrate the increasing significance of BTL communications for effective targeting and brand building.

Identiferoai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:10319
Date January 2008
CreatorsKristlová, Markéta
ContributorsPostler, Milan, Hauptová, Petra
PublisherVysoká škola ekonomická v Praze
Source SetsCzech ETDs
LanguageCzech
Detected LanguageEnglish
Typeinfo:eu-repo/semantics/masterThesis
Rightsinfo:eu-repo/semantics/restrictedAccess

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