The goal of my thesis was to give a complex overview of all marketing communication instruments. The thesis also deals with newest trends in the field of marketing communication, especially changing trends how to target consumers effectively, importance of unified company identity and image and integration of individual communication channels. There is also a chapter dedicated to CSR, which is of growing importance. The practical part of the thesis deals with marketing communication of Ceska Sporitelna with emphasis on its sponsoring and CSR. In detail I analysed partnership of Ceska Sporitelna and University of Economics in Prague, description of the projects being realized and evaluation of their effectivity.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:4976 |
| Date | January 2008 |
| Creators | Čopáková, Darja |
| Contributors | Filipová, Alena, Zeman, Jiří |
| 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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