The aim of this master thesis is to analyze co-creation as a marketing strategy and its use in Czech republic. Diploma thesis is divided into two parts, theoretical and practical. Theoretical part evaluate marketing communication strategies, principles of market research and consumer behavior. Practical part explains co-creation phenomena and evaluate its position in czech marketing strategies. Thesis also contains market research focused on perception of co-creation in public and business sector and medial analysis. Further part describe agency Perfect Crowd and its co-creation projects. Thesis is concluded by reccomendation for the future, based on overall analysis.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:124777 |
| Date | January 2011 |
| Creators | Toušová, Kateřina |
| Contributors | Postler, Milan, Hokrová, Eva |
| 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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