Browsing by Author "Matějů, Jan"

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    Marketingová strategie pro systém LOGOtherm se zaměřením na marketingovou komunikaci
    (Technická Univerzita v Liberci, 2006-01-01) Matějů, Jan; Simová, Jozefína
    The subject of my diploma work is an analysis of marketing strategy of the company Meibes s.r.o. for the LOGOtherm system and a concept of a new communication strategy. The Meibes s.r.o. company is a part of an international Meibes holding and deals with selling armatures and heating system components. The LOGOtherm system is a system for heating and water warming designed for apartment houses. The aim of the work is to increase common knowledge of the product LOGOtherm among the public and to improve communication between the company and specialists. In the first part the company and its{\crq} products are introduced. The next, theoretical part deals with the process of communication, the aims of marketing communication and its` tools and media. It also mentions the usage of internet for the marketing communication. Practical part of the work deals with market and marketing communication analysis for the LOGOtherm product, defying target groups for marketing communication and finally it deals with the own concept of a new communication strategy. The strategy is focused on communicating advantages of the system so that they are well understandable to the target groups. This effect is accomplished by adapting communication for each target group. The concept contains also a media plan with a considered budget.
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