Original title: Komunikační strategie recyklace a sběru lahví
Translated title: Communication strategy of recycling and collecting bottles
Authors: Slavinská, Lenka ; Postler, Milan (advisor) ; Šiser, Roman (referee)
Document type: Master’s theses
Year: 2009
Language: cze
Publisher: Vysoká škola ekonomická v Praze
Abstract: [cze] [eng]
Diplomová práce se zabývá komunikací v oblasti společenské odpovědnosti firem (CSR). Klade si za cíl analyzovat vztah mezi marketingovou komunikací a CSR a zhodnotit, jaké nástroje komunikačního mixu jsou pro komunikaci CSR a zejména komunikaci recyklace vhodné. Dotýká se problematiky obalu v marketingu, recyklace, sběru a třídění odpadů a udržitelného rozvoje. Teoretické poznatky jsou aplikovány na společnost The Coca-Cola Company. This thesis deals with communication in the field of Corporate Social Responsibility (CSR). It aims to analyse the relationship between marketing communication and CSR and to evaluate which tools of the communication mix are suitable for the communication of CSR and especially for the communication of recycling. It also deals with the fields of packaging in marketing, recycling, collecting and sorting the packages and sustainable development. Theoretical knowledge is applied on The Coca-Cola Company.
Keywords: corporate social responsibility (CSR); marketing communication; packaging; recycling; marketingová komunikace; obal; recyklace; společenská odpovědnost firem

Institution: University of Economics, Prague (web)
Document availability information: Available in the digital repository of the University of Economics, Prague.
Original record: http://www.vse.cz/vskp/eid/15521

Permalink: http://www.nusl.cz/ntk/nusl-11491


The record appears in these collections:
Universities and colleges > Public universities > University of Economics, Prague
Academic theses (ETDs) > Master’s theses