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National Repository of Grey Literature

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Activities of multinational companies on the market of professional haircare products Pokorná, Michaela ; Postler, Milan (advisor) ; Vyzulová, Adriena (referee) Obsah diplomové práce je zaměřen na analýzu trhu profesionální vlasové kosmetiky jako zvláštního typu B2B trhu a vymezení hlavních rozdílů mezi tímto trhem a trhem volně prodejné vlasové kosmetiky (B2C). Práce porovnává tři největší hráče na tomto trhu v ČR dle zvolených kritérií: charakter značky (brand image), výrobkové portfolio, jeho šíře a hloubka, způsob řízení značky, cena a komunikační mix. Výsledkem práce je identifikace silných a slabých stránek jednotlivých společností, jejich příležitostí a hrozeb. Detailed record

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