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National Repository of Grey Literature 2 records found  Search took 0.01 seconds. 
Calculation methods for the Customer Lifetime Value and its application in the cosmetics industry
 Baraniaková, Júlia ; Karlíček, Miroslav (advisor) ; Rožek, Jan (referee)
The main goal of the diploma thesis is the description and comparison of existing methods for calculating the customer lifetime value at a firm. Second, minor goal is based on the comparison to choose a suitable method of calculation for an application in a real business unit. The used methodology contains detailed research of available foreign academic literature. Building on that a comparison of the methods based on selected criteria is conducted. Results of a questionnaire survey are used in the last chapter to provide specific sugestions for the possible marketing applications of CLV approach and calculation in a specific business unit.
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Guerilla marketing as a new trend in marketing communication
 Baraniaková, Júlia ; Skokanová, Dagmar (advisor) ; Podobová, Katarína (referee)
The goal of the bachelor thesis is to theoretically define guerrilla marketing as one of the new trends in marketing communication and to point out its advantages and disadvantages compared to traditional marketing communication. Moreover, the aim is to show its practical use on a company active on the Czech market (Nike CR) by individually interviewing its current marketing manager for CR and SR who explains the company's strategy in the field of guerilla marketing. Finally, the goal is to examine the brand awareness and attitude to company's guerilla activities among university students via a short questionnaire. The stated methods of research confirmed guerilla marketing as a popular trend often used by companies within their integrated communication strategy among other traditional and modern forms of communication.
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