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Optimalizace marketingové komunikační strategie firmy
(Technická Univerzita v Liberci, 2012-01-01) Hladík, Michal; Švandová, Zuzana
This diploma thesis is dedicated to the marketing communication strategy of the firm Aveflor, a. s. in order to increase sales of the veterinary products. The thesis is divided into six parts. The theoretical bases in the first, second and third parts deal with an elementary concepts of marketing communication, marketing communication tools and clarify the concept of market segmentation. The practical part deals with the analysis, comparison and evaluation communication strategies of the competition. The fifth part is the detailed analysis of marketing communication strategy of the firm. The contribution of the thesis is to optimize the communication strategy, which is designed in the final part six.