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National Repository of Grey Literature

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Marketing plan Zapf Creation AG Vojtěchová, Lenka ; Zamazalová, Marcela (advisor) ; Rybář, Štěpán (referee) Zapf Creation is well established German company making toys for girls for almost 100 years. As many other companies also Zapf Creaiton fights with changes of customer demand. Company has to react and its products and communication with customers adapt to actual trends. In effort to be succesful it is necessary to change the positioning of the company and to find new posibilites how to address to customers and convince them to buy Zapf Creation products. All that is included in Marketing plan for czech subsidiary of Zapf Creation AG. Detailed record

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