publication . Master thesis . 2009

Strategické řízení značky AXE.

Sedláková, Zuzana;
Restricted Czech
  • Published: 01 Jan 2009
  • Publisher: Vysoká škola ekonomická v Praze
  • Country: Czech Republic
The thesis analyses marketing strategy of Axe brand which belongs to portfolio of brands of Unilever. Theoretic part contains basic information about issues connected to brand such as it's importance, basic concepts and building brand's value. Particular sections include the questions of marketing management and marketing mix. The aplicational part introduces the market od deodorants and basic trends on this market. This part describes the strategy of Axe in Czech Republic and the market where the brand is struggling it's position for. Attention is given to marketing activities in 2006 - 2007 and their results and effects on the position of the brand among other...
free text keywords: marketingová strategie; brand management; marketing; brand; strategic management of brand; strategické řízení značky; značka; marketing strategy
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