Instore marketing and its aplication at Ahold Czech Republic, a. s
| Thesis title: | In-store marketing a jeho uplatnění ve společnosti Ahold Czech Republic, a.s |
|---|---|
| Author: | Ešner, Rudolf |
| Thesis type: | Diplomová práce |
| Supervisor: | Postler, Milan |
| Opponents: | Eliáš, Martin |
| Thesis language: | Česky |
| Abstract: | Diplomová práce se zabývá důležitou oblastí marketingu v maloobchodu -- instore marketingem se zaměřením na komerční komunikace, především sales promotions aplikované v síti malobchodních prodejen Albert. V práci jsou charakterizována specifika retail marketingu a nákupní chování českých zákazníků. Hlavní část práce se týká analýzy instore komunikace v prodejnách Albert -- jak vlastní komunikace řetězce, tak možnosti komerční komunikace dodavatelů, kteří v supermarketech a hypermarketech Albert prodávají své produkty. V práci je dále analyzován systém prodeje komunikačního prostoru v prodejnách Albert, proveden výzkum efektů a účinnosti nejobvyklejších sales promotions v místě prodeje a stanovena doporučení pro jejich správnou exekuci. |
| Keywords: | marketing; instore; podpora prodeje; komunikace; albert; ahold |
| Thesis title: | Instore marketing and its aplication at Ahold Czech Republic, a. s |
|---|---|
| Author: | Ešner, Rudolf |
| Thesis type: | Diploma thesis |
| Supervisor: | Postler, Milan |
| Opponents: | Eliáš, Martin |
| Thesis language: | Česky |
| Abstract: | This thesis deals with an important part of marketing in retail trade -- instore marketing with a focus on commercial communications and especially sales promotions applied in Albert stores. The thesis characterizes the specifics of marketing in the retail and shopping behavior of Czech customers. The main part concerns the analysis of instore communication in Albert stores -- both its own communication and the possibilities of commercial communications of suppliers, who sell their products in supermarkets and hypermarkets Albert. The thesis also analyzes the system of selling communication space in Albert stores and a survey of effects and effectiveness of the most common sales promotions at point of sale and provides recommendations for their proper execution. |
| Keywords: | marketing; ahold; instore communication; instore; albert; sales promotions |
Information about study
| Study programme: | Ekonomika a management/Podniková ekonomika a management |
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| Type of study programme: | Magisterský studijní program |
| Assigned degree: | Ing. |
| Institutions assigning academic degree: | Vysoká škola ekonomická v Praze |
| Faculty: | Faculty of International Relations |
| Department: | Department of Retailing and Commercial Communications |
Information on submission and defense
| Date of assignment: | 25. 10. 2010 |
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| Date of submission: | 13. 5. 2011 |
| Date of defense: | 30. 5. 2012 |
| Identifier in the InSIS system: | https://insis.vse.cz/zp/28419/podrobnosti |
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