Market launch strategy of the brand Kiehl´s

Master thesis English RESTRICTED
Hartová, Dominika;
(2011)
  • Publisher: Vysoká škola ekonomická v Praze
  • Subject: marketingová strategie; Luxury marketing; Strategy of a luxury brand; specifika a charakteristika luxusních značek; marketing luxusních značek; Specificities of luxury industry

The main aim of this diploma thesis is to suggest improvements of the marketing and business strategy of Kiehl's, a luxury skincare brand within the L'Oréal portfolio, in order to strengthen the brand's position on the Czech market. The theoretical part defines what lux... View more
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