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National Repository of Grey Literature

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Communication strategy while launching new product illy by The Coca-Coĺa Company Doškářová, Pavlína ; Halík, Jaroslav (advisor) ; Smažilová, Petra (referee) The aim of this paper is to introduce two companies - Coca-Cola Czech republic and illy caffé SpA and their joint-venture Ilko Coffee International and to focus on their new product illy. Inthis paper there is analyzed communication strategy while launching this product, the process, evaluation, confrontation and suggestions for improvements. Detailed record

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