publication . Bachelor thesis . 2008

Vliv reklamy na retail

Kučerová, Lenka;
Restricted Czech
  • Published: 01 Jan 2008
  • Publisher: Vysoká škola ekonomická v Praze
  • Country: Czech Republic
The purpose of this thesis is the connection of two aspects: retail and advertising and to provide general overviews. To foreshadow expected changes in the consumer's behaviour and establish how important the role advertisement constitutes. Research is also focused on direct influence of advertisement on customers. This thesis is composed of both a theoretical and a practical part. The first two chapters of the theoretical part represent a description of basic information about advertising and Czech retail situation. To reach a complex overview on advertising from the retail customer's side, the third chapter of the theoretical part concentrates on the connectio...
free text keywords: reklama; marketingová komunikace; maloobchod; marketing communication; advertising; retail
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