Marketingová strategie společnosti Marks & Spencer

The thesis is devoted to a critical evaluation of the marketing strategy of Marks & Spencer and a comparison of brand perception (image) with identity on the Czech market. The thesis is divided into four main chapters, where the first two chapters are devoted to a review of current literature in the field of marketing strategy and brand management, the next two chapters are devoted to the critical evaluation of M&S marketing strategy, including own research. The chosen research method is a quantitative questionnaire survey supplemented by qualitative in-depth interviews. The perception of the brand in the Czech market is determined and compared with that in the UK and possible improvements are suggested.