In-store marketing and possibilities of its use in BILLA, Ltd
| Thesis title: | In-store marketing a jeho uplatnění ve společnosti BILLA, s.r.o |
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| Author: | Moučková, Eva |
| Thesis type: | Diplomová práce |
| Supervisor: | Hesková, Marie |
| Opponents: | Jelínková, Linda |
| Thesis language: | Česky |
| Abstract: | Diplomová práce se zabývá problematikou in-store marketingu a jeho uplatněním v supermarketu BILLA s.r.o. Práce je rozdělena na část teoretickou a praktickou. Teoretická část práce se zabývá podporou prodeje, do které spadá in-store marketing. V praktické části práce jsou uvedeny aktuální trendy v oblasti in-store marketingu a je zde popsána problematika merchandisingu. Praktická část práce se věnuje popisu aktuálních prostředků in-store marketingu v supermarketu BILLA s.r.o.. Vlastní výzkum práce je proveden na základě dotazníkového šetření a terénního prů-zkumu supermarketu. S využitím zjištěných výsledků a jejich porovnáním se supermarketem Albert jsou definovány a zhodnoceny aktuální trendy in-store marketingu supermarketu BILLA s.r.o.. |
| Keywords: | merchandising; in-store marketing; sales promotion |
| Thesis title: | In-store marketing and possibilities of its use in BILLA, Ltd |
|---|---|
| Author: | Moučková, Eva |
| Thesis type: | Diploma thesis |
| Supervisor: | Hesková, Marie |
| Opponents: | Jelínková, Linda |
| Thesis language: | Česky |
| Abstract: | This thesis deals with the in-store marketing and its application in the supermarket Billa ltd. The work is divided into the theoretical and practical part. The theoretical part deals with sales support, which includes in-store marketing. In the practical part I describe the current trends within in-store marketing and the merchandising problems there as well. The practical work is also dedicated to the description of the actual means of in-store marketing in the supermarket Billa ltd. The actual research work is carried out on the basis of survey and field survey of the supermarket. Using the obtained results and their comparison with the supermarket Albert are defined and I evaluated current trends in in-store marketing within the supermarket Billa ltd. |
| Keywords: | in-store marketing; merchandising; sales promotion |
Information about study
| Study programme: | Ekonomika a management/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 Management |
| Department: | Department of Management |
Information on submission and defense
| Date of assignment: | 4. 3. 2014 |
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| Date of submission: | 15. 4. 2015 |
| Date of defense: | 8. 6. 2015 |
| Identifier in the InSIS system: | https://insis.vse.cz/zp/46745/podrobnosti |