Marketingový audit ve vybraném podniku
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Date
2018-6-11
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Abstract
Diplomová práce se zabývá tématem marketingového auditu ve vybraném podniku. V první části práce vymezuje a popisuje základní a stěžejní pojmy v oblasti marketingového auditu, jejich problematiku, význam a hodnotu pro marketingový audit. V druhé části práce jsou teoretické poznatky prakticky aplikovány na podnik Podlahy Blanket, s. r. o. a jeho činnost. Informace získané praktickým provedením marketingového auditu slouží v závěru práce k celkovému shrnutí nasbíraných poznatků, zhodnocení současného stavu a k následným návrhům nových opatření, která by pro podnik mohla být v budoucnu přínosná.
Master thesis deals with the topic of marketing audit in selected company. In the first part the thesis defines and describes basic and key terms in the marketing audit problematics, its importance and value for marketing audit. In the second part of the thesis, the theoretical knowledge is practically applied to the company Blanket Floors, Ltd. and its activities. At the end of the work information obtained through the practical implementation of the marketing audit are subsequently used to summarize and evaluate the current situation and to propose new measures that could be beneficial for the company in the future.
Master thesis deals with the topic of marketing audit in selected company. In the first part the thesis defines and describes basic and key terms in the marketing audit problematics, its importance and value for marketing audit. In the second part of the thesis, the theoretical knowledge is practically applied to the company Blanket Floors, Ltd. and its activities. At the end of the work information obtained through the practical implementation of the marketing audit are subsequently used to summarize and evaluate the current situation and to propose new measures that could be beneficial for the company in the future.
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marketing, audit, marketingový audit, kontrola, marketingová strategie, marketing, audit, marketing audit, controlling, marketing strategy