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National Repository of Grey Literature

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Analysis of Starbucks marketing strategy Justová, Eva ; Skokanová, Dagmar (advisor) ; Zamazalová, Marcela (referee) The thesis is focused on analyzing of the perception of Starbucks on the Czech market. The investigation on the Czech market is done through a questionnaire, part of the work are findings and recommendations to the brand. The work explains the concepts such as brand, branding, brand management and brand building. Last but not least, describes current trends in brand building. Detailed record

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