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komunikační strategie Olympique Lyonnais Rey, Quentin ; Král, Petr (advisor) ; Zlatić, Marija (referee) Introduction 1. The football market and its characteristics 1.A. History and development of football 1.B. European football market: size, value and trends 2. The communication strategy and approach of Olympique Lyonnais 2.A. Olympique Lyonnais history and current situation 2.B. OL external and competitive environment 2.C. Olympique Lyonnais communicative strategies 3. Overall view, answer to research question and analysis Conclusion Detailed record

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