The work focuses on the analysis of the marketing activity of the both companies emphasizing the communication mix. The theoretical part is dedicated to the marketing mix, its components and its application for the global and local company. Mill's theory of the comparative research closes this chapter. The practical part aims at the communication mix development in both companies from 2001 until 2009 and it finishes with the Mill's theory of agreement, where all of the attributes obtained during the mentioned period are applied to praxis. The last part declares the comparison of the particular elements.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:16715 |
| Date | January 2009 |
| Creators | Gacíková, Denisa |
| Contributors | Postler, Milan, Kopečný, Tomáš |
| Publisher | Vysoká škola ekonomická v Praze |
| Source Sets | Czech ETDs |
| Language | Slovak |
| Detected Language | English |
| Type | info:eu-repo/semantics/masterThesis |
| Rights | info:eu-repo/semantics/restrictedAccess |
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