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Marketing communication of fair trade
 Nídlová, Michaela ; Vávra, Oldřich (advisor) ; Masner, Aleš (referee)
This thesis focuses on how fair trade and its brand are communicated on the market. The theoretical part describes the basic concepts of marketing, marketing communication and marketing research. The practical part describes the general meaning of fair trade and its main principles and goals. The following section is devoted to the analysis of recent marketing activities. The main research investigates the level of knowledge of fair trade among Czech consumers. The conclusion summarizes the results of the research and also contains suggestions for improving the consumer awareness.
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