The objective of the thesis is to assess the potential of Facebook as a sole tool for intruduction of small, internet brand into the market and to assess advantages and disadvantages of using Facebook as an exclusive communication tool. The thesis consists of four parts. First part outlines brand creation theory and basic of strategy brand management, second part describes social media and social networks, third part focuses on Facebook and its marketing tools and part four provides description and analysis of introduction of the brand "FTB.cz" into the market using the tools and methodology described in chapters one to three.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:15934 |
| Date | January 2009 |
| Creators | Hradil, Radek |
| Contributors | Halík, Jaroslav, Laurin, Ivo |
| 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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