Světové trendy v marketingové komunikaci, její nástroje a realizace z pohledu rodinné firmy
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Date
2019-05-20
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Abstract
Tématem této bakalářské práce jsou Světové trendy v marketingové komunikaci,její nástroje a realizace z pohledu rodinné firmy. V teoretické části této bakalářské práce jsou rozebrány jednotlivé nástroje mezinárodní marketingové komunikace, světové trendy v současnosti a dále teoreticky popsané potřebné analýzy. Pro praktickou část se stala podkladem malá rodinná firma podnikající ve sklářství, která pro účely práce nese krycí název Family Glass. V této části jsou rozebrány jednotlivé analýzy v praxi a následně jsou pro firmu vybrány vhodné návrhy marketingové kampaně. Jako cílová země pro návrhy bylo zvoleno Estonsko. Sledovaným cílem celé bakalářské práce je navrhnout pro firmu takovou marketingovou kampaň, která bude brát ohled na její omezený rozpočet a zároveň bude efektivní.
This bachelor thesis summarizes the topic of World trends in marketing communication, its tools and implementation from the perspective of a family company. There are analysed individual tools of marketing communication, current world trends and theoretically described necessary analyses in the theoretical part. For the practical part it was chosen a small family company which is doing business in the glass industry and for the purpose of this bachelor thesis is called Family Glass. There are described individual analyses in practice in this part and then there are chosen suitable proposals of marketing campaign for the company. Estonia was chosen as the target country for the proposals. The main goal of this thesis is to design a marketing campaign for the company which will be in accordance with the company's limited budget and at the same time will be effective.
This bachelor thesis summarizes the topic of World trends in marketing communication, its tools and implementation from the perspective of a family company. There are analysed individual tools of marketing communication, current world trends and theoretically described necessary analyses in the theoretical part. For the practical part it was chosen a small family company which is doing business in the glass industry and for the purpose of this bachelor thesis is called Family Glass. There are described individual analyses in practice in this part and then there are chosen suitable proposals of marketing campaign for the company. Estonia was chosen as the target country for the proposals. The main goal of this thesis is to design a marketing campaign for the company which will be in accordance with the company's limited budget and at the same time will be effective.
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mezinárodní marketing, mezinárodní marketingová komunikace, sklářství, Estonsko, trendy, international marketing, international marketing communication, glass industry, Estonia, trends