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Obal ako spôsob marketingovej komunikácie
Bielokostolská, Barbara
BIELOKOSTOLSKÁ, B. Packaging as a way of marketing communication. Bachelor thesis. Brno: Mendel University, 2018. The bachelor thesis focuses mainly on the characteristics of the packaging as a tool of marketing communication between the seller and the customer. The theoretical part defines the concepts of product policy, packaging decisions, packaging definition and function. In the practical part Smurfit Kappa Obaly Štúrovo, a. s. a producer of packaging and packaging materials made of corrugated cardboard is represented. Additionally an in-depth interview with some of Smurfit Kappa Obaly Štúrovo, a. s.´s customers is being conducted, focusing mainly on the cardboard packaging of this company (production, design, and function) and questionnaire survey with consumers to gain their opinions and preferences for the packaging as a way of marketing communication. According to the information obtained, the drafts for Smurfit Kappa Obaly Štúrovo, a. s. are the results of a survey.
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