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Change of marketing communication of television providers on example of the company Sky in 2004-2014
 Opluštil, Ondřej ; Klimeš, David (advisor) ; Báča, Ladislav (referee)
The thesis "Change of marketing communication of television providers on example of the company Sky in 2004-2014" attempts to describe the marketing mix of Pay-TV providers and of companies providing both Pay-TV and broadband and fixed telephony. The theoretical part of this thesis attempts to define all four Ps of marketing mix in this field with emphasis on Promotion and also branding, the practical part describes the marketing communication of a British company Sky as a case study. Sky is the biggest such provider in Europe, and has been the biggest ad-spender in the UK since 2011. This thesis studies their communication activities between 2004 and 2014 and compares them with the technological changes in the field, that have been greater than ever before. Powered by TCPDF (www.tcpdf.org)
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