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National Repository of Grey Literature

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Návrh komunikačního mixu ve vybrané firmě Rajnošek, Ráma Bc. ; Hesková, Marie (advisor) ; Kuncl, Marek (referee) Práce ve své teoretické části vymezuje pozici komunikace v marketingovém mixu, popisuje jednotlivé komponenty komunikačního mixu. Zaměřuje se na přímou komunikaci s orientací na využití elektronických kanálů. V praktické části je představena marketingová strategie společnosti Janssen-Cilag, jsou zde popsány jednotlivé nástroje dosavadního komunikačního mixu. V práci je dále provedena analýza vstupů pro účely navržení nového komunikačního mixu pro vybraný segment trhu a pro vybraný produkt. Je zde vypracován nový návrh komunikačního mixu pro elektronickou komunikaci s důrazem na využití nových trendů. Detailed record

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1	Rajnošek, Ráma

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