Communication Effectiveness at Point of Sale
| Thesis title: | Efektivita komunikace v místě prodeje |
|---|---|
| Author: | Kurzawa, Ondřej |
| Thesis type: | Diplomová práce |
| Supervisor: | Karlíček, Miroslav |
| Opponents: | Jesenský, Daniel |
| Thesis language: | Česky |
| Abstract: | Tato diplomová práce se zaobírá komunikací se zákazníkem v místě prodeje. Jejím cílem je využít současné teoretické přístupy ke zkoumané oblasti za účelem navrhnutí konkrétního řešení pro zvýšení efektivity komunikace dermokosmetických produktů v lékárnách. |
| Keywords: | dermokosmetika; lékárna; point of purchase (POP); point of sale (POS); vizuální merchandising; in-store komunikace; shopper marketing; plánogram; marketingová komunikace; místo prodeje |
| Thesis title: | Communication Effectiveness at Point of Sale |
|---|---|
| Author: | Kurzawa, Ondřej |
| Thesis type: | Diploma thesis |
| Supervisor: | Karlíček, Miroslav |
| Opponents: | Jesenský, Daniel |
| Thesis language: | Česky |
| Abstract: | This master thesis deals with possibilities for addressing customers at point of sale. Its objective is to apply current theoretical approaches to the field of research in order to design a concrete solution for increase of communication effectiveness of dermo-cosmetics products at pharmacies. |
| Keywords: | pharmacy; shopper marketing; marketing communication; planogram; dermo-cosmetics; point of purchase (POP); point of sale (POS); in-store communication; visual merchandising |
Information about study
| Study programme: | Ekonomika a management/Podniková ekonomika a management |
|---|---|
| Type of study programme: | Magisterský studijní program |
| Assigned degree: | Ing. |
| Institutions assigning academic degree: | Vysoká škola ekonomická v Praze |
| Faculty: | Faculty of Business Administration |
| Department: | Department of Marketing |
Information on submission and defense
| Date of assignment: | 24. 5. 2010 |
|---|---|
| Date of submission: | 20. 1. 2011 |
| Date of defense: | 9. 2. 2011 |
| Identifier in the InSIS system: | https://insis.vse.cz/zp/26612/podrobnosti |