publication . Master thesis . 2017

Sales promotion strategies in Procter&Gamble

Šebesta, Miroslav;
Restricted English
  • Published: 01 Jan 2017
  • Publisher: Vysoká škola ekonomická v Praze
  • Country: Czech Republic
Abstract
The thesis gives comprehensive overview on the topic of sales promotions. The special focus is devoted to activities of Procter & Gamble on the Czech market. With increasing importance of sales promotions on the Czech market, the thesis aims to introduce main academic findings concerning sales promotions and test them on brands of Procter & Gamble. The next goal is to find out whether sales promotion strategies of Procter & Gamble provide a competitive advantage for the company on the Czech market. Using statistical and comparative methods, the thesis brings valuable conclusions for both marketers and academics. It was found out effects of Procter & Gamble sales...
Subjects
free text keywords: hedonické; Procter & Gamble; hedonic; podpora prodeje; Sales promotion management; utilitarian; Sales promotions; utilitatistické; management podpory prodeje
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