Original title: Základní aspekty při hodnocení značky podniku
Translated title: Basic aspects of the brand evaluation
Authors: Horváth, Martin ; Richter, Vít (referee) ; Dohnal, Radek (advisor)
Document type: Bachelor's theses
Year: 2020
Language: cze
Publisher: Vysoké učení technické v Brně. Fakulta stavební
Abstract: [cze] [eng]
Táto bakalárska práca sa zaoberá problematikou metód ocenenia Goodwill stavebného podniku. Popisuje správanie zákazníkov na stavebnom trhu, navrhuje zlepšenia marketingovej komunikácie pre vybranú spoločnosť a hodnotí metódy používané pre stanovenie Goodwill firmy. Slúži k pochopeniu potreby marketingových stratégii manažmentom firiem pre udržanie konkurencie schopnosti. This bachelor thesis main focus area is the method of evaluating the construction company Goodwill. It describes the behaviour of customers in the construction market, suggests improvements in marketing communication for the selected company and evaluates the methods used to determine the goodwill of the company. It is used to understand the needs of marketing strategies by company management to maintain competition.
Keywords: Goodwill; Marketing; marketing communication; marketing in civil engineering; marketing strategy; social network; Goodwill; Marketing; marketing v staviteľstve; marketingová komunikácia; marketingové stratégie; sociálne siete

Institution: Brno University of Technology (web)
Document availability information: Fulltext is available in the Brno University of Technology Digital Library.
Original record: http://hdl.handle.net/11012/190906

Permalink: http://www.nusl.cz/ntk/nusl-414046


The record appears in these collections:
Universities and colleges > Public universities > Brno University of Technology
Academic theses (ETDs) > Bachelor's theses