| Title: | Nové trendy v marketingu - analýza, možnosti uplatnění v ČR |
| Other Titles: | New trends in marketing - analysis, possibilities for use in ČR |
| Authors: | Máčalík, Ondřej |
| Advisor: | Jakubíková Dagmar, Doc. Ing. Ph.D. |
| Referee: | Janeček Petr, Ing. Ph.D. |
| Issue Date: | 2018 |
| Publisher: | Západočeská univerzita v Plzni |
| Document type: | diplomová práce |
| URI: | http://hdl.handle.net/11025/33401 |
| Keywords: | guerilla marketing;wom;ambush marketing;buzzmarketing;viralni marketing;mosquito marketing;astrosurfing;wild posting;ambietni marketing;nove trendy;marketingova komunikace |
| Keywords in different language: | guerilla marketing;wom;ambush marketing;buzzmarketing;viral marketing;mosquito marketing;astrosurfing;wild posting;ambiet marketing;new trends;marketing communication |
| Abstract: | Predlozena diplomova prace je zamerena na tema "Nove trendy v marketingu a jejich uplatneni v praxi". Primarnim cilem teto diplomove prace je zjistit, jak siroka verejnost vnima vzestupujici trend v oblasti vytvareni marketingovych kampani. V teoreticke casti autor prace nadefinoval samotny marketing a pote se venoval samotnym trendum voblasti marketingove komunikace. Soucasti teoreticke casti je i popis procesu marketingoveho vyzkumu od stanoveni cilu az po interpretaci vysledku vyzkumu. Prakticka cast obsahuje nejdrive srovnani vyuziti trendu v marketingove komunikaci mezi Ceskou republikou a zahranicim. A nedilnou soucasti prakticke casti je i samotny autoruv vyzkum. Prace je zakoncena autorovym navrhem samotne marketingove kampane na zaklade ziskanych vysledku z jeho vyzkumu. |
| Abstract in different language: | This master thesis is focused on topic "New trends in marketing- analysis, possibilities of usage in Czech republic". Primary goal of this thesis is to find out how well is a public crowd aware of growing trend in creating marketing campaigs. In theoretical part of this thesis the author defines a marketing itself and then he shifts his focus towards the trends in marketing communication. One piece of theoretical part is dedicated to describing a proces of marketing research. Practical part starts by comparing usage of trends in marketing communication between Czech republic and abroad countries. Main piece of pratical part is dedicated to author's research. The practical part is closed down by author's suggested campaign based on the results of his research. |
| Rights: | Plný text práce je přístupný bez omezení. |
| Appears in Collections: | Diplomové práce / Theses (KMO) |
Files in This Item:
| File | Description | Size | Format | |
|---|---|---|---|---|
| DP_Trendy_Macalik.pdf | Plný text práce | 4,2 MB | Adobe PDF | View/Open |
| Macalik_v.pdf | Posudek vedoucího práce | 589,76 kB | Adobe PDF | View/Open |
| Macalik_o.pdf | Posudek oponenta práce | 671,98 kB | Adobe PDF | View/Open |
| Macalik_p.pdf | Průběh obhajoby práce | 249,59 kB | Adobe PDF | View/Open |
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