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National Repository of Grey Literature

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Implementace Národního akčního plánu podporující pozitivní stárnutí ve Zlínském kraji Šocová, Veronika The objective of this bachelor thesis is to find out fulfillment and functioning of the National action plan for positive ageing for the period 2013-2017 in region of Zlín. The first part provides the review of theoretical knowledge related to the issue of ageing and activities that promote positive ageing. In the second part of the thesis is the analysis based on collection of primary and secondary data. Final part summarizes defined problem parts of NAP and devised measures for their improvement. Detailed record

Komunikační strategie cílená na skupinu "senioři" Šocová, Veronika The diploma thesis deals with finding suitable tools of marketing communication for seniors that companies could use in creation of communication strategy. The thesis is focused on identifying specifications of seniors target group and their perception of individual communication tools. The next aim is to present some general recommendations for creating the communication strategy to target the specific segment of seniors as much as possible. Primary and secondary data were analysed to achieve the goals. Quantitative and qualitative research though questionnaire surveys (n = 220) and in-depth interviews (n = 8) was used to collect primary data. According to the analyses results, the recommendations have been suggested to companies, regarding the use of communication channels, for targeting their product portfolio to seniors. Detailed record

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2	Šočová, Vanessa

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