Original title: Marketingová komunikace při vstupu společnosti na zahraniční B2C trh
Translated title: Marketing Communication for the Company's Entry into the Foreign B2C Market
Authors: Trofimenková, Miriam ; Richter, Vít (referee) ; Mráček, Pavel (advisor)
Document type: Master’s theses
Year: 2023
Language: slo
Publisher: Vysoké učení technické v Brně. Fakulta podnikatelská
Abstract: [slo] [eng]
Diplomová práca sa zaoberá problematikou marketingovej komunikácie pri vstupe spoločnosti na zahraničný B2C trh. Teoretická časť práce predstavuje informácie nevyhnutné pre pochopenie problematiky medzinárodnej marketingovej komunikácie. V analytickej časti je skúmaná súčasná situácia spoločnosti a jej vonkajšie okolie. Analýza je doplnená dotazníkovým prieskumom. Na základe výsledkov analýz sú formulované návrhy zamerané na vhodnú online marketingovú komunikáciu pri vstupe na zahraničný B2C trh. The diploma thesis is focusing on issue of marketing communication for company’s entry into the foreign B2C market. Theoretical part presents information necessary for understanding the issue of international marketing communication. In the analytical part, the current situation of the company and its external environment are examined. The analysis is supplemented by a questionnaire survey. Based on the results of the analyses, suggestions focused on online marketing communication when entering the foreign B2C market are formulated.
Keywords: B2C market; expansion; international marketing; marketing; marketing mix; online communication mix; Slovakia

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/11012/212057

Permalink: http://www.nusl.cz/ntk/nusl-530317


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