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National Repository of Grey Literature

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Typologie zákazníků (firma IKEA) Mikšovská, Kateřina ; Filipová, Alena (advisor) ; Zeman, Jiří (referee) Cílem bakalářské práce je popsat zákaznickou typologii společnosti IKEA a na základě kvalitativního marketingového šetření zjistit, zda doposud užívaná tradiční segmentační kritéria jsou v českém prostředí dostačující. První část práce se zaměřuje na přiblížení společnosti IKEA, její historii, základní hodnoty, specifika a chování na globálním i českém trhu. Následující kapitoly jsou věnovány obecné i konkrétní segmentaci zákazníků. V praktické části jsou teoretické poznatky podloženy a vysvětlovány menším marketingovým průzkumem provedeným přímo v IKEA. Práce je doplněna fotografiemi, které dokumentují průběh marketingového šetření. Detailed record

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