|
|
Zhodnocení přínosu implementace guerillového marketingu z hlediska návratnosti investic
Stávková, Veronika
Stávková, V., Nečas, I. Assessing the benefits of implementing Guerrilla marketing in terms of return on investment. Bachelor thesis. Brno: Mendel University in Brno, 2018. Bachelor thesis deals with the determination of the advantage of using the Guerrilla marketing by specific businesses in terms of return on investment. Literary recherche includes features of Guerrilla marketing and metric, that can measure efficiency of its use. In practical part of this thesis the selected Guerrilla campaigns are described and subsequently evaluated using knowledge from the literary recherche. The main goal of this thesis is evaluating the benefits of the campaigns resulting from the application of Guerrilla marketing.
|
|
|
New methods of marketing in libraries
Steklá, Zuzana ; Landová, Hana (advisor) ; Dombrovská, Michaela (referee)
In last few years marketing become one of the key processes in libraries. Marketing is used as an efficient tool of competitive struggle and means for defining the identity of the library, it is also new way of communication with library users. Libraries could use tools of classic marketing, which are primarly intended for profit organizations, but they have to be aware of differences between profit and nonprofite sector. These differences are goals of the organization, its directions and management of finances. The base of quality marketing is environment analysis, user analysis, segmentation, targeting and positioning. Current trends lead libraries to use new marketing methods. Most popular methods are guerilla marketing, social media marketing, mobile marketing and green marketing. Guerilla marketing and social media marketing are useful for libraries because of their low costs. Creating of campaigns requires investment of information, knowlege and creativity. Mobil marketing allows library to reach its users in any life situation. Green marketing helps library to promote itself as organization with human face, which care about the environment. Creation of marketing campaign have to follow these procedure: determine the reasons for creating of the campaign, take into consideration real opportunities of...
|
|
|
Guerilla marketing
Dolejší, Tereza ; Hejlová, Denisa (advisor) ; Gerbery, Juraj (referee)
The bachelor theses deals with guerilla marketing which presents an unconventional form of the products and services propagation. The aim of the guerilla marketing is surprise, to shock, to strike at the strategic location and the affordable price. The overall description of non-traditional marketing is mentioned in the theses content. I will also deal with the typical kinds of guerilla marketing or the samples of the individual campaigns. I will focus mainly on campaigns that have been realized in the Czech republic, even if the guerilla marketing relatively rarely occurs. Unusual types of the promotion are trying to work with the customer emotions, that is why I will deal with advertising psychology in one section. I'm going to use questionary with hooked illustration like the research method. The purpose of my research is exploring the human attitudes to the guerilla marketing. I will try to find out the consumer's reaction to the traditional types of advertising and whether they would welcome the more frequent uncommon campaigns. An important part of research will be investigation of the overall consciousness about the mentioned phenomenon.
|
|
| |
guest ::
