Guerilla marketing jako netradiční forma marketingové komunikace v porovnání s tradičním komunikačním mixem

Informace o vysokoškolské kvalifikační práci

Název práce:
Guerilla marketing jako netradiční forma marketingové komunikace v porovnání s tradičním komunikačním mixem
Autor práce:
Klimešová, Aneta
Typ práce:
Diplomová práce / info:eu-repo/semantics/masterThesis
Vedoucí práce:
Zamazalová, Marcela
Osoba oponující práci:
Stříteský, Václav
Jazyk práce:
Czech
Abstrakt:
The objective of the diploma thesis is to find out the general utilization of Guerilla Marketing. It focuses particularly on attitudes of companies and customers dealing with this nontraditional form of marketing communication. Finally it compares these attitudes with utilization of traditional forms of Communication Mix. The theoretical part focuses on history of communication, communication process, traditional communication mix, guerilla marketing and their mutual comparison. It is followed by practical part, which focuses on knowledge of approaches and utilization of guerilla marketing in six interviewed companies of different fields and sizes. Attitudes of consumers on traditional forms of marketing communication are derived from the secondary research, based on MML -- TGI data. The secondary research is followed by the primary research., which finds out the approach and the knowledge of guerilla marketing of customers. It compares this approach with their knowledge of traditional communication mix. The questionnaire was distributed through email to 200 consumers in total and was evaluated by 168 customers. The diploma thesis is concluded by complete evaluation, which at first highlights the effectivness of utilization of traditional advertising in television in the near future. Aditionally it takes in consideration opportunities of internet and social networks future and integration of guerilla marketing into the traditional forms of promotion. In conclusion author suggests few recommendations for companies, who want to use guerilla marketing in the future.
Klíčová slova:
Promotion; Guerilla Marketing; Marketing Communication; Brand; Communication Mix

Informace o studiu

Studijní program a Studijní obor:
Ekonomika a management/Podniková ekonomika a management
Typ studijního programu:
Magisterský navazující studijní program
Jméno přidělované hodnosti:
Ing.
Instituce přidělující hodnost:
University of Economics, Prague
Název fakulty:
Faculty of Business Administration
Název katedry:
Department of Marketing
Instituce archivující a zpřístupňující VŠKP:
University of Economics, Prague

Informace o odevzdání a obhajobě

Datum zadání práce:
20. 11. 2013
Datum podání práce:
30. 4. 2015
Datum obhajoby:
09.06.2015

Soubory ke stažení

Hlavní práce:
45556_xklia10.pdf [3,10 MB]
Oponentura:
42827_stritesv.pdf [430,32 kB]
Hodnocení vedoucího:
45556_zamazal.pdf [320,36 kB]

Údaje ze systému InSIS

Identifikátor:
https://insis.vse.cz/zp/45556/podrobnosti