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Komunikační strategie vstupu na trh zemí východní Evropy v oblasti mezinárodního výběru mýta
Záklasníková, Alena ; Mikeš, Jiří (advisor) ; Klencz, Armin (referee)
This thesis concerns development of a communication strategy in Eastern Europe, particularly Bulgaria, as a model country, in the area of international tolling, more precisely road user charging system offered by Satellic. In this strategy the promotion mix tools such as advertising, personal selling, PR, public affairs, events and conferences are applied. A concrete target group, the key message, the goal, the message strategy and the budget are created in each of the above noted promotion mix tools.
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