The thesis introduces theory of marketing strategy of a brand in an international environment with focus on brand positioning. The theoretical knowledge is then applied on Grom -- brand of Italian company Gromart S.p.A., producer of Italian premium ice-cream. The main objective of the thesis is to create a draft of marketing strategy for the brand to enter Czech market.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:136354 |
| Date | January 2012 |
| Creators | Pawlasová, Veronika |
| Contributors | Lhotáková, Markéta, Richter, Stanislav |
| 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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