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National Repository of Grey Literature 1 records found  Search took 0.01 seconds. 
Analysis of the use of multichannel retailing in selected retail entity
 MAZANCOVÁ, Kateřina
The aim of this thesis was to analyze the use of multichannel retailing in Globus hypermarket in České Budějovice. Dispensation was done according to Levy and Weitz (2009) into three main channels {--} retail store, catalogue and the internet which were supplemented by some components of the communication mix. On the basis of the case studies and marketing situation analysis of Globus hypermarket in České Budějovice some measures were proposed to improve the competitive position of this company by the use of multichannel retailing. Partial proposals were devided by particular channels. One of them was also economically evaluate.
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