The diploma thesis focuses on local marketing campaign Made in Slovakia, created by international pharmaceutical company GlaxoSmithKline Ltd. The primary aim of this paper is to analyze a evaluate success of the campaign, which was created locally for the Slovak market. This paper is divided into several parts. The theoretical part deals with marketing communication, communication mix and evaluating of the effectiveness of marketing campaigns. The following chapter is focused on the issue of local and global marketing campaigns in connection with marketing communication. The practical part then introduces company GSK Ltd. and marketing campaign Made in Slovakia. The major part describes several phases of its preparation and implementation. Next section is devoted to the success and effectiveness of the campaign, based on sales data and the results of consumer promotion. The final chapter summarizes the key results and solutions of improving this area, especially for creating new GSK marketing campaigns.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:205646 |
| Date | January 2015 |
| Creators | Šmotková, Vendula |
| Contributors | Tahal, Radek, Tatičová, Lucia |
| 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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