The main subject of the thesis is a marketing communication strategy in the automotive industry. First part of the thesis defines theory of marketing communication strategy and instruments of the communication mix. The practical part describes Mercedes-Benz Czech republic Inc. and propose marketing communications based on marketing situational analysis and analysis of an external and internal environment.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:113320 |
| Date | January 2011 |
| Creators | Przyczko, Jan |
| Contributors | Hesková, Marie, Svoboda, Petr |
| 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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