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Abstracts Communications and the Arts
by Martina Bartošová
| Institution: | Brno University of Technology |
|---|---|
| Department: | |
| Degree: | |
| Year: | 2022 |
| Keywords: | Marketingový mix; marketingová komunikace; propagace; konkurence; analýza; rekla-ma; podpora prodeje; direct marketing; Marketing mix; marketing communication; promotion; competition; analysis; advertis-ing; sales promotion; direct marketing |
| Posted: | 3/25/2025 |
| Record ID: | 2247954 |
| Full text PDF: | http://hdl.handle.net/11012/18486 |
Abstract
Diploma thesis is focused on marketing communication of IKEA Czech Republic, Ltd., particularly on a subdivision in Brno. The theoretical part consists of theory of market-ing mix with focus on propagation and marketing-mix tools. Furthermore, the analysis of communication mix of IKEA Brno and the most significant competitor is conducted. Based on the findings from the analytical part, the suggestions for propagation im-provement are constructed.
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