Browsing by Author "Rosůlek, Milan"
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- ItemSegmentace trhu a optimalizace marketingové komunikace firmy(Technická Univerzita v Liberci, 2011) Rosůlek, Milan; Švandová, ZuzanaThis diploma thesis is focused on market segmentation and analysis followed by optimization of marketing communication of the company Gradace, s. r. o. The thesis is divided into five sections. The first covers base theory of market segmentation and explains its basic concepts. The second presents theoretical framework, focused on defining the issue of marketing communication and its tools. The third part is practical and deals with the results and the implementation of market segmentation. The fourth is concerned with the analysis of marketing communication describing the tools and their usage. The last part contains the optimization based on the results of previous parts.