The aim of diploma thesis is to map the digital marketing environment, characterize the young generation in terms of its digital media equipment, determine the preference of individual communication channels, media consumption, purchase behavior and analyze the role of digital marketing techniques for reaching this generation.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:149851 |
| Date | January 2011 |
| Creators | Raková, Lenka |
| Contributors | Průša, Přemysl, Odehnalová, Jitka |
| 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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