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National Repository of Grey Literature

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Fashion blogs as a platform for marketing communications: a case study Nejmanová, Kristýna ; Šimůnek, Michal (advisor) ; Kincl, Tomáš (referee) The aim of the bachelor thesis is to identify and describe the marketing tools that can be found on the selected Czech fashion blogs. The theoretical part contains description of the main types of marketing tools usually employed in online environment. Attention is focused mainly on influencer marketing and product placement. Furthermore, information about blogs, social media and the Czech blogosphere is discussed and articulated. Continuing the theme a further aim of the thesis is to analyse the impact of marketing tools on the readers of fashion blogs as consumers. To support the study and analysis a questionnaire focused on the principal characteristics of blog readers has been circulated. Detailed record

Marketing strategy of Ryor Nejmanová, Kristýna ; Chylíková, Hana (advisor) ; Jakešová, Patricia (referee) The bachelor thesis deals with the analysis of marketing strategy of Ryor, the Czech cosmetic company. The aim of this analysis is to identify strengths and weaknesses in Ryor's marketing strategy and to find out the reason why the company can compete with multinational brands despite limited financial resources. This thesis discusses the question of whether Ryor practices sufficient communication policy oriented to the Czech women. The survey shows that Ryor brand is well-known among most Czech women and that the company uses its limited financial resources most effectively. Detailed record

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1	Nejmanová, Klára

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