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National Repository of Grey Literature 1 records found  Search took 0.01 seconds. 
Marketing and communication strategy of Wrigley Company and evaluation of their effectiveness
 Konečná, Eva ; Postler, Milan (advisor) ; Jánoš, Marián (referee)
The bachelor thesis deals with marketing strategy of Wrigley Company and analyzes current methods of evaluation of their marketing activities. Theoretical part of this thesis characterizes the basic terminology used in the marketing field with an emphasis on strategic marketing and summarizes the most important marketing metrics. The practical part introduces the Wrigley Company, their marketing strategy and methods of measuring the return on their marketing investment. In the last chapter is accomplished the goal of the thesis, which is to design a standardized method of evaluation of effectiveness of marketing campaigns in Wrigley Company.
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