The first part of this thesis is devoted to the theoretical definition of marketing, marketing communications, and the very concept of guerilla marketing and its historical development. The following sections describe the various forms of guerilla marketing that are demonstrated in foreign, as well as Czech campaigns. The practical part is devoted to developing a communication campaign with the internet portal Posilka.tv, which was created and implemented by an advertising agency nWave s.r.o., using theoretical knowledge from the previous sections and thus offering their practical application.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:196949 |
| Date | January 2012 |
| Creators | Osoha, Štěpán |
| Contributors | Halík, Jaroslav, Mišenský, Martin |
| 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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