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Vliv kulturních faktorů na marketingovou komunikaci Výtisková, Michaela ; Koudelka, Jan (advisor) ; Dušková, Dagmar (referee) Cílem této práce bylo analyzovat společné a rozdílné prvky dvou kultur a zjistit, do jaké míry lze shody, případně rozdíly využít v marketingové komunikaci italsko české společnosti. Došlo v ní k aplikaci Tompenaarseho a Hofstedeho poznatků kulturních dimenzí z oblasti marketingové komunikace a pomocí nich srovnána česká a italská kultura. Byly využity informace získané z marketingového oddělení UniCredit banky a zkoumáno, do jaké míry se musí marketingová komunikace nové banky podřizovat politice a strategii UniCredit Group, zda italské vedení marketingu zasahuje do tvorby reklamních kampaní v česku a jestli se objevují v marketingové komunikaci české banky prvky typické pro italskou kulturu. Detailed record

See also: similar author names
2	Vytisková, Magdaléna
1	Vytisková, Marie
1	Vytisková, Markéta

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