Marketingová komunikace v mezinárodním prostředí
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Abstract
Bakalářská práce se zabývá marketingovou komunikací podniku v mezinárodním prostředí. Cílem této práce je zhodnotit současný stav komunikačního mixu vybraného podniku a navrhnout způsob komunikace směřované na zahraniční trhy.První část práce je věnována teorii a pojednává o významu marketingu a marketingové komunikace. Popisuje a porovnává jednotlivé nástroje komunikačního mixu s ohledem na využití v mezinárodním prostředí.V praktické části je popsán zkoumaný podnik a jeho dosavadní komunikace zaměřená na tuzemský a zahraniční trh. Závěrečnou částí je vlastní návrh na komunikaci.
Marketing communication of a company in the international marketThis bachelor thesis deals with marketing communication of a company in an international environment. Target of this analysis is to evaluate the level of current communication mixture in selected company and propose some further development and strategy towards international markets.The first part describes available theory and further stress the need for targeted marketing communication. It describes and compares different tools used as the communication techniques for international presentation and presence in those markets.The second one, practical part details particular Medin, a.s. company and it's current level of international communication. The final part presents some of the recommendations.
Marketing communication of a company in the international marketThis bachelor thesis deals with marketing communication of a company in an international environment. Target of this analysis is to evaluate the level of current communication mixture in selected company and propose some further development and strategy towards international markets.The first part describes available theory and further stress the need for targeted marketing communication. It describes and compares different tools used as the communication techniques for international presentation and presence in those markets.The second one, practical part details particular Medin, a.s. company and it's current level of international communication. The final part presents some of the recommendations.
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Marketingová komunikace, komunikační mix, public relations, mezinárodní komunikace, Marketing communication of a company in the international marketThis bachelor thesis deals with marketing communication of a company in an international environment. Target of this analysis is to evaluate the level of current communication mixture in selected company and propose some further development and strategy towards international markets.The first part describes available theory and further stress the need for targeted marketing communication. It describes and compares different tools used as the communication techniques for international presentation and presence in those markets.The second one, practical part details particular Medin, as company and it's current level of international communication The final part presents some of the recommendations