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Advertising in the era of globalized world
Wagnerová, Adéla ; Postler, Milan (advisor) ; Jiráková, Drahomíra (referee)
This bachelor thesis focuses on the analysis of local principals of McDonald's corporation and its promotion strategy. In the context of growing influence of the globalization, the economic areas are connected and the globalization also affects the culture. Local cultures are closer to each other and one global culture is being created. For every action there is a reaction, therefore also for the globalization there is its reaction -- a focus on local culture and a preference for local principal before the unification. In the first chapter, the basic terms are defined, such as marketing and commerce communications and advertising. In the thesis, the areas of influence of the globalization are analyzed, especially the changes in advertising in the global environment. Also the advertising strategy of McDonald's is analyzed through a survey. A new locally customized product is suggested in the conclusion of the thesis and more suggestions are made concerning the advertising of McDonald's Czech Republic.

See also: similar author names
2 Wagnerová, Alena
5 Wagnerová, Andrea
2 Wagnerová, Aneta
3 Wagnerová, Anna
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