Browsing by Author "Vávrová, Aneta"
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- ItemFair Trade v České republice(Technická Univerzita v Liberci, 2011) Vávrová, Aneta; Ortová, MartinaThe Fair Trade movement has existed for almost 65 years. Its main principle is to reduce poverty in developing countries through market channels. The Fair Trade field evolves due to customers' interest in products of organic farming. This thesis emphasizes the situation in the Czech Republic in comparison to foreign countries. The Fair Trade awareness is very poor in the Czech Republic, although the system has been running here for 7 years. The author's aim is to analyze the existing marketing tools and suggest their improvement and thus spread awareness of the Fair Trade among Czech consumers. A marketing strategy, developed with regard to the most advanced target groups, can be used to increase the sales of Fairtrade certified products.
- ItemFair Trade v České republiceVávrová, Aneta