Shopper marketing
| Thesis title: | Shopper marketing |
|---|---|
| Author: | Klímová, Nikola |
| Thesis type: | Diploma thesis |
| Supervisor: | Král, Petr |
| Opponents: | Kratochvílová, Barbora |
| Thesis language: | English |
| Abstract: | The "Shopper marketing" thesis measures and evaluates the effectiveness of shopper marketing activities during the Sochi 2014 Olympic Games. This thesis includes empirical research conducted in an FMCG environment. The research implemented in this work investigates the shopper marketing practises and their effectiveness in selected Czech stores. The conclusions and recommendations within this diploma thesis are based on the analysis of research results. |
| Keywords: | POS material; in-store communication; Procter & Gamble; Olympic Games; retailer; shelf; store; POP communication; international campaign; sponsorship; Shopper marketing |
| Thesis title: | Shopper marketing |
|---|---|
| Author: | Klímová, Nikola |
| Thesis type: | Diplomová práce |
| Supervisor: | Král, Petr |
| Opponents: | Kratochvílová, Barbora |
| Thesis language: | English |
| Abstract: | Diplomová práce na "Shopper marketingové" téma se zabývá měřením a hodnocením efektivity shopper marketingových aktivit během zimních olympijských her v Sochi, 2014. Zároveň obsahuje empirický průzkum z rychlo-obrátkového prostředí. Průzkum zkoumá shopper marketingové aktivity a jejich efektivitu na vybraných českých obchodech. Závěr práce a doporučení vyplývají z výsledků průzkumu. |
| Keywords: | in-store komunikace; sponzorství; POP komunikace; mezinárodní kampaň; Shopper marketing; Procter & Gamble; Olympijské hry; velkoobchodník; POS materiál; regál; prodejna |
Information about study
| Study programme: | Ekonomika a management/International Business - Central European Business Realities |
|---|---|
| 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 International Business |
Information on submission and defense
| Date of assignment: | 3. 9. 2013 |
|---|---|
| Date of submission: | 15. 5. 2014 |
| Date of defense: | 17. 2. 2014 |
| Identifier in the InSIS system: | https://insis.vse.cz/zp/43730/podrobnosti |