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National Repository of Grey Literature

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Description of Burberry marketing communication Kulesová, Kateřina ; Maxa, Martin (advisor) ; Hejlová, Denisa (referee) Hlavním tématem této bakalářské práce je marketingová komunikace módního domu Burberry. Cílem práce je analyzovat jednotlivé komunikační kanály a jejich specifika, která značku odlišují od ostatních. V teoretické části se autorka zabývá módním marketingem a představením značky, včetně historického pozadí, marketingového mixu a SWOT analýzy. V praktické části pak autorka analyzuje offline a online komunikační aktivity. V této části se věnuje přístupu značky například k store marketingu, eventům nebo sociálním sítím. Součástí práce je také stručné porovnání facebookového profilu značky Burberry a na trhu obdobně postavené značky Detailed record

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