Possibilities of segmentation variables in relation with advertising

Master thesis Czech RESTRICTED
Erbanová, Nela (2011)
  • Publisher: Vysoká škola ekonomická v Praze
  • Subject: reklama; differences; marketing research; segmentační proměnné; diference; advertising; dotazník; questionnaire; segmentation variables; marketingový výzkum
    acm: ComputingMilieux_MISCELLANEOUS

The aim of this thesis is to capture significant segmentation variables that shape marketing communication with an emphasis on advertising. The theoretical part deals with the concepts of market segmentation, segmentation variables, marketing communication, advertising ... View more
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