publication . Master thesis . 2012

Marketingová strategie

Novotná, Markéta;
Restricted Czech
  • Published: 01 Jan 2012
  • Publisher: Vysoká škola ekonomická v Praze
  • Country: Czech Republic
The aim of the diploma thesis is to analyse and evaluate the marketing strategy of and recommend improvements of the current strategy. Theoretical part is divided into three chapters. The first chapter deals with the basic concept of marketing and the definition of marketing process. Second chapter defines the process of marketing planning and the third chapter offers basic theoretical approaches for the formulation of product, pricing, promotional and distribution strategy, which are applied in the practical part. The practical part describes the company CME and CET 21 and subsequently includes the analysis of strategy in terms of 4Ps. Based on ...
free text keywords: marketingový mix; Voyo; marketingová strategie; marketing strategy; marketing mix
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