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New product introduction Rusfel, Martin ; Mottlová, Libuše (advisor) ; Češka, Bohumír (referee) Tématickým zaměřením práce je zavádění nového produktu. Práce se zabývá konkrétní firmou, která se snaží zavést na trh nový produkt. Cílem práce je navržení takového marketingového mixu pro takový segment, který by umožnil úspěšné zavedení nového produktu, s využitím SWOT analýzy a analýzy konkurence. Autor nastiňuje současnou pozici firmy, hlavní konkurenty, cílový segment a vhodný marketingový mix. Detailed record

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