Original title: Vplyv národnej kultúry na vnímanie reklamy a marketingu
Translated title: The Influence of National Culture to the Perception of Advertising and Marketing
Authors: Brziaková, Zuzana ; Volhejnová, Kristýna (referee) ; Navrátilová, Ludmila (advisor)
Document type: Bachelor's theses
Year: 2012
Language: slo
Publisher: Vysoké učení technické v Brně. Fakulta podnikatelská
Abstract: [slo] [eng]
Bakalárska práca sa zameriava na vplyv kultúrnych aspektov na marketing a reklamu spoločnosti. Zahŕňa analýzu marketingového mixu spoločnosti IKEA Česká republika s.r.o., so zameraním na celkové vnímanie reklamy domácim i zahraničným zákazníkom. Konkrétne skúma rozdiely českej a španielskej kultúry. Obsahuje návrh zlepšenia marketingovej komunikácie, ktorý prispeje k zmenšovaniu bariér multikultúrnej komunikácie. The bachelor thesis deals with the influence of cultural aspects to marketing and advertising of the company. It involves the analysis of marketing mix of the company IKEA Česká republika s.r.o., with an emphasis on the overall perception of its marketing by domestic and also foreign customers. It focuses on the differences between Czech and Spanish culture. It contains proposal for improvement of the marketing communication which will help to reduce barriers of multicultural communication.
Keywords: advertising; communication mix; culture; Czech culture; intercultural communication; marketing; Spanish culture

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/11012/7756

Permalink: http://www.nusl.cz/ntk/nusl-247162


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