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National Repository of Grey Literature

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Analýza komunikačních kampaní Nadace Českého rozhlasu v rámci projektu Světluška Prudičová, Lucie ; Dvořáková, Dana (advisor) Práce se zabývá charakteristikou a specifiky sociálního marketingu s důrazem na komunikační mix, dále charakteristikou neziskového sektoru a použitím marketingu v této oblasti na konkrétním příkladě Nadačního fondu Českého rozhlasu. Zde se soustředí na ananlýzu komunikačních kampaní a doprovodných akcí Nadačního fondu, zejména v rámci stežejního projektu Světluška. Pojmenovává klíčové faktory úspěšné marketingové komunikace v sociální oblasti. Detailed record

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