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National Repository of Grey Literature

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Lifestyle - A Research Topic And a Criteria for Market Segmentation Kuncová, Jana ; Koudelka, Jan (advisor) ; Udatný, Jiří (referee) The thesis considers lifestyle with emphasis on its applicability in marketing practices. The first part characterises the social research projects that took place recently in the Czech Republic. The second part concentrates on the principles and methods of market segmentation, followed by an example of financial market segmentation based on features of lifestyle. The final part contains recommendations related to marketing strategies towards chosen segments. Detailed record

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