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National Repository of Grey Literature 2 records found  Search took 0.00 seconds. 
Trade marketing
 Khodl, Vojtěch ; Zeman, Jiří (advisor) ; Filipová, Alena (referee)
The main objective of this thesis is to define the term "trade marketing" and evaluate its role within the Coca-Cola Hellenic Bottling Company. With the use of internal resources and relevant literature, I will describe the use of trade marketing from both theoretical and practical point of view. I will also introduce the Coca-Cola HBC and its position on the carbonated soft drinks market in the Czech republic.
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Buzz marketing and its use in practice
 Khodl, Vojtěch ; Zeman, Jiří (advisor) ; Filipová, Alena (referee)
The main objective of this thesis is to present buzz marketing as a modern marketing approach, to identify its potential and possilble problems with its implementation. It also examines the popularity and the spread of use of buzz marketing in the Czech Republic. The thesis is divided into theoretical and practical part. In the first section I focus on the general introduction of the topic of modern marketing campaigns and explanation of some important terms. The second part deals with the current situation of buzz marketing in the Czech Republic as well as its potential for next growth and development.
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