Communication Strategy of Market Entry in Eastern Europe in the Area of International Tolling
| Thesis title: | Communication Strategy of Market Entry in Eastern Europe in the Area of International Tolling |
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| Author: | Záklasníková, Alena |
| Thesis type: | Diploma thesis |
| Supervisor: | Mikeš, Jiří |
| Opponents: | Klencz, Armin |
| Thesis language: | English |
| Abstract: | This thesis concerns development of a communication strategy in Eastern Europe, particularly Bulgaria, as a model country, in the area of international tolling, more precisely road user charging system offered by Satellic. In this strategy the promotion mix tools such as advertising, personal selling, PR, public affairs, events and conferences are applied. A concrete target group, the key message, the goal, the message strategy and the budget are created in each of the above noted promotion mix tools. |
| Keywords: | satellite tolling; Bulgaria; communication strategy |
| Thesis title: | Komunikační strategie vstupu na trh zemí východní Evropy v oblasti mezinárodního výběru mýta |
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| Author: | Záklasníková, Alena |
| Thesis type: | Diplomová práce |
| Supervisor: | Mikeš, Jiří |
| Opponents: | Klencz, Armin |
| Thesis language: | English |
| Abstract: | Tato diplomová práce se zabývá tvorbou komunikační strategie pro poskytovatale sateletního mýtného systému Satellic. Tato strategie je zaměřená na země východní Evropy, resp. na Bulharsko. Tato strategie navrhuje nástroje komunikačního mixu, v kterých definuje cílové skupiny, cíle, poselství, apely a v neposlední řadě rozpočty. |
| Keywords: | satelitní mýto; Bulharsko; komunikační kampaň |
Information about study
| Study programme: | Mezinárodní ekonomické vztahy/Mezinárodní obchod |
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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: | 3. 12. 2008 |
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| Date of submission: | 15. 12. 2008 |
| Date of defense: | 19. 1. 2009 |
| Identifier in the InSIS system: | https://insis.vse.cz/zp/17170/podrobnosti |