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National Repository of Grey Literature 1 records found  Search took 0.01 seconds. 
Analysis of the marketing communications and image of Ferrino company on the Czech market
 Cichý, Jiří ; Postler, Milan (advisor) ; Nýdrle, Pavla (referee)
This diploma thesis deals with the brand image analysis of outdoor equipment manufacturer. Theoretical part offers explanation of marketing fundamental terms: brand, corporate identity, brand image, marketing & commercial communications and marketing mix. Practical part deals with the analysis of Ferrino's current brand image on the Czech market from the perspective of its prevailing customers. Besides the brand image analysis, the diploma thesis contains assessment of company's contemporary marketing activities in the digital world. The objective of the thesis is to ascertain the manner of how company's target group views the brand image. Furthermore, secondary objective focuses on assessment of efficiency of current online activities implemented by Ferrino and proposal of potential recommendations for future.
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