The purpose of my thesis is to conduct the marketing audit of Dřevocentrum CZ company aimed at trading of wood products. In the theoretical part are explained terms like marketing, marketing mix, mystery shopping, marketing research and benchmarking. In the application part are processed particular analyses of marketing audit. Special attention is paid to assortment, prices, communication and market shares, compared to competitors afterwards. Acquired information are evaluated. At the conclusion of evaluation are presented ideas to improve marketing effectiveness of the company.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:258308 |
| Date | January 2016 |
| Creators | Trpák, Pavel |
| Contributors | Riedl, Marcel, Šmída, Zbyněk |
| Publisher | Česká zemědělská univerzita 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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