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National Repository of Grey Literature

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Barter (selected problems) Jeriová, Karolína ; Šumpíková, Markéta (advisor) ; Sladký, Tomáš (referee) The thesis entitled "Barter (selected problems)" introduces barter clubs/LETS as an alternative economy. The thesis describes historical development of barter clubs/LETS, theoretically analyzes the barter clubs/LETS as full-fledged payment systems standing on an equal footing as any other form of market organization. Project of the thesis also includes results of a survey which approached individuals as well as legal entities operating in the Czech Republic. Detailed record

Ananlysis of communications strategy Starbucks coffee Jeriová, Karolína ; Zamazalová, Marcela (advisor) ; Skokanová, Dagmar (referee) The main objective of my thesis is to analyze the communication strategy of long-term success in terms of marketing, in terms of preference of marketing tools that the company uses. The main objective is to formulate recommendations for Starbucks to be able to deliver a broader spectrum of Czech customers. In the theoretical section defines the basic concepts of marketing, brand, brand and marketing communication tools. The paper mentioned the use of psychology in advertising. The practical part describes the basic principles of success of Starbucks coffee and tools to achieve it. The application of the analysis of online discussions about the Starbucks coffee and an indicative survey, which focused on the perception of the Czech public. The final section summarizes the results and includes suggestions for Starbucks Coffee to capture a wider range of Czech customers. Detailed record

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