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Marketing and communication strategy of Spotify streaming service
Petlach, Radim ; Postler, Milan (advisor) ; Průša, Přemysl (referee)
The objective of this Masters`s Thesis is an analysis of marketing and communication strategy of Spotify, the music streaming service, and subsequent presentation of proposals and recommendation with the aim to improve existing strategy. The thesis consists of theoretical and practical part. In the theoretical part, basic terms such as marketing, marketing mix, marketing and communication strategy, are defined. In the practical part, streaming service Spotify, its marketing and communication mix and competitors analysis, are described. A substantial part of this thesis is own market research in a form of a survey. Findings and results derived from primary and secondary sources help the author to draw conclusions and provide recommendation for improvement of existing marketing and communication strategy of Spotify in the Czech Republic.
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