This diploma thesis is dedicated to changes in commercial communication, branding (and brand management) and consumer behaviour. Its aim is to describe these changes and actual trends and show their impacts on communication planning. This work then describes in details new trends in digital communication and internet and how these trends influent behaviour of today's consumer. After reading this diploma thesis the reader should have a complete view of the most important changes in communication and should be able to apply them.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:10111 |
| Date | January 2008 |
| Creators | Pavel, David |
| Contributors | Mikeš, Jiří, Lauko, Tomáš |
| 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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