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Marketingová komunikace značky VEKRA OKNA

Česká zemědělská univerzita v Praze
Publication Date
  • Marketing
  • Marketingová Komunikace
  • Komunikační Mix
  • Reklama
  • Podpora Prodeje
  • Osobní Prodej
  • Public Relations
  • Přímý Marketing
  • Značka
  • Marketing
  • Marketing Communication
  • Communication Mix
  • Advertising
  • Sales Promotion
  • Public Relations
  • Personal Selling
  • Brand
  • Communication
  • Design


The goal of the thesis is evaluation of marketing communication of the Vekra brand, as well as the proposal of the marketing communication for 2012. The theoretical part contains relevant findings learnt from professional literature. which are subsequently used throughout the practical part. Basic terms such as marketing, its purpose, marketing mix as the primary source for marketing communication, the tools of marketing communication, marketing research, the brand and brand building principles are reviewed in this part. The market, customers and competition are analysed in the practical part in order to design marketing communication and prepare a detailed plan. An analysis of all marketing tools and campaigns taking place in 2011 precedes the communication proposal. There is evaluation of market survey related to brand recognition of Vekra windows in another chapter. Finally, there is summary of key factors used in the marketing communication and ensuing communication plan for 2012.

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