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National Repository of Grey Literature

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Fashion merchandising and its practical application Bechiňová, Markéta ; Filipová, Alena (advisor) ; Zeman, Jiří (referee) The thesis is divided into two parts. The firts part deals with theoretical description of fashion merchandising, including specification of visual merchandising, sensoring merchandising and other aspects of shopping environment. The second part is dedicated to description of practical application of those principles in a selected shop of an international fashion retailer. Detailed record

Merchandising Bechiňová, Markéta ; Filipová, Alena (advisor) ; Zeman, Jiří (referee) Práce je rozdělena do dvou částí. První část je věnována charakterizování obecných principů merchandisingu ve vztahu k nákupnímu prostředí, prezentaci zboží a segmentaci zákazníků dle způsobu nakupování. Druhá část se zabývá zkoumáním a posuzováním uplatňování těchto principů v české maloobchodní praxi, a to v různých provozních typech prodejen (hypermarket, supermarket, diskontní prodejna apod.). Detailed record

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