publication . Master thesis . 2017

Analýza a návrh marketingové komunikace Košík.cz

Krupka, Radim;
Restricted Czech
  • Published: 01 Jan 2017
  • Publisher: Vysoká škola ekonomická v Praze
  • Country: Czech Republic
Abstract
This Masters thesis deals with the topic of marketing communication. The first part of this thesis is devoted to the theory of marketing, marketing tools, marketing and promotion mix, marketing communication, e-commerce and STDC framework. In the following part of thesis are used the tools and analysis described in the theoretical part and applied on online grocery store Košík.cz. At first there is the application of situation analysis, then application of analysis of marketing mix, current marketing communication analysis and application of SWOT analysis. All points recognized in previous analysis are reconsidered and confirmed through survey and used in propos...
Subjects
free text keywords: komunikační mix; promotion mix; marketingová komunikace; online potraviny; STDC framework; e-commerce; Online grocery; marketing communication
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