National Repository of Grey Literature 13 records found  1 - 10next  jump to record: Search took 0.01 seconds. 
Communication strategy aimed at subcultures on the example of brand Jägermeister
Plevová, Zuzana ; Klimeš, David (advisor) ; Vranka, Marek (referee)
This work focuses on the communication strategies aimed at subcultures and uses the brand Jägermeister as an example. The theoretical part serves as an explanation of concepts like marketing communication, the communication mix and its tools. Furthermore, it covers the topic of postmodern marketing, which enables us to better understand the current form of marketing in relation to the society. Such trends like viral marketing, buzz marketing or guerilla marketing that are used mainly for the young generation using the Internet, are also mentioned. A whole chapter of its own is dedicated to the theory of subcultures. The last part describes chosen subcultures that are targeted by the Jägermeister brand. The practical part introduces the Jägermeister brand and its position on the Czech market. Subsequently, it examines the communication strategy of the brand and its tools.
Guerilla marketing and its use in commercial communications
Koišová, Stanislava ; Filipová, Alena (advisor) ; Zeman, Jiří (referee)
The topic of my thesis is "Guerilla marketing and its use in commercial communications." The main objective of my thesis is to define new forms of marketing communication and to assess their possible application in the segment of small and medium-sized businesses, with particular emphasis on guerilla marketing. The thesis has three basic parts. The first two chapters present a theoretical view on marketing, commercial communications and new trends in the field, as well as on Guerilla marketing, through its definition, the definition of its main characteristics and basic types. The third chapter is formed by introducing two specific marketing campaigns using tools typical for Guerilla Marketing and was concluded with the analysis of the questionnaire.
Guerilla marketing in the banking sector
Bláhová, Petra ; Zamazalová, Marcela (advisor) ; Pešek, Ondřej (referee)
The aim of this bachelor's thesis was to consider the appropriateness and effectiveness of guerilla marketing (abbreviated GM) communication in the banking sector by asking the target group of young people. Two groups of people participated in the questionnaire, Czechs and Germans. The theoretical part contains the fundamentals of marketing communication, including communication trends in the banking sector of the Czech Republic, the description of GM and GM techniques. The results of the survey show that GM communication causes viral spread and interest in the target group. The demand for more information regarding banking products, after developing the interest of GM communication, is significantly higher among the German respondents than among the Czech respondents.
Modern Methods in Marketing
Harudová, Kateřina ; Hesková, Marie (advisor)
The aim of the Diploma thesis is to create a measure-made and complex marketing plan for a family bakery, with the application of chosen modern methods in marketing.
Structure and application of guerilla marketing in practise
Ertelt, Marek ; Černá, Jitka (advisor) ; Tošnar, Petr (referee)
Dissertation "Structure and application of guerilla marketing in practise" is concerned with detailed analysis of different types of guerilla marketing. It finds recommendation for an application of each type in dependence on the type of company. It uses a lot of real examples for this purpose. This dissertation also offers modern rules for creating efficient and succesfull guerilla campain. It is also concerned with the guerilla marketing legislation.
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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