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National Repository of Grey Literature 2 records found  Search took 0.00 seconds. 
Loyalty programmes as a tool for competitive fight against price reductions on the example of L'Oréal
 Ježek, Adam ; Král, Petr (advisor) ; Šebová, Petra (referee)
Diploma thesis is focused on the topic of loaylty programmes. First part deals with the history, trends and future of loyalty programmes in general. Second part is devoted to the loyalty programme of L'Oréal Paris, which was analyzed. Based on carried analysis, proper recommendation were suggested in order to improve the processes and effectivity of the loyalty programme.
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Use of different tools of direct marketing
 Vacek, Vladimír ; Král, Petr (advisor) ; Bockstefel, Jan (referee)
The thesis solves the matters of direct marketing and its communication channels. Direct marketing is characterized in the first part, the history is discribed and the database marketing is showed. Further different communication tools are analysed, advantages and disadvantages described. A functional loyalty programme for fashion chain is created at the end of the thesis. Suitable communication tools are carefully chosen and the estimated costs are calculated.
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