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In the Sky and on the Ground with CSA - the organization's development of marketing and communication activities
dc.contributor.advisorDolanská, Nora
dc.creatorVomáčková, Michaela
dc.date.accessioned2017-12-05T11:17:15Z
dc.date.available2017-12-05T11:17:15Z
dc.date.issued2007
dc.identifier.urihttp://hdl.handle.net/20.500.11956/11499
dc.description.abstractThe thesis concentrates on the development of communication and marketing activities of traditional Czech brands. This concept is demonstrated on Czech airli nes, a typical representative of these brands. CSA were established in 1923 and since then have gone through a long development. More than an 80 year long tradition of nagairline carr ier of the Czech Republic meant a way through a better era, when CSA reached the hypothetical top of air transport. Other years meant suppressing the company's activities and a decline in any other operations. The development and all the activities were influenced by internal conditions as well as events of all-society meaning. The most signifi cant contributing factor in this area was and still is the economic and political situation within and outside the country. All these influences were projected in the company and in its marketing activities. The thesis allows a close look at general marketing topics which are then analysed using specifi e examples. Particular attention is paid to the current and much discussed question of marketing communication. The first two chapters deal with the topics of company brands, brand value, brand appreciation and brand building. The third chapter deals with the role of marketing in the company's strategy and with the creation of a...en_US
dc.languageČeštinacs_CZ
dc.language.isocs_CZ
dc.publisherUniverzita Karlova, Fakulta sociálních vědcs_CZ
dc.titleNa nebi a na zemi s ČSA - vývoj marketingových a komunikačních aktivit společnosti České aeroliniecs_CZ
dc.typebakalářská prácecs_CZ
dcterms.created2007
dcterms.dateAccepted2007-06-20
dc.description.departmentDepartment of Marketing Communication and Public Relationsen_US
dc.description.departmentKatedra marketingové komunikace a public relationscs_CZ
dc.description.facultyFakulta sociálních vědcs_CZ
dc.description.facultyFaculty of Social Sciencesen_US
dc.identifier.repId15124
dc.title.translatedIn the Sky and on the Ground with CSA - the organization's development of marketing and communication activitiesen_US
dc.contributor.refereeKöppl, Daniel
dc.identifier.aleph000944915
thesis.degree.nameBc.
thesis.degree.levelbakalářskécs_CZ
thesis.degree.disciplineMarketing Communications and Public Relationsen_US
thesis.degree.disciplineMarketingová komunikace a public relationscs_CZ
thesis.degree.programMedia and Communications Studiesen_US
thesis.degree.programMediální a komunikační studiacs_CZ
uk.thesis.typebakalářská prácecs_CZ
uk.taxonomy.organization-csFakulta sociálních věd::Katedra marketingové komunikace a public relationscs_CZ
uk.taxonomy.organization-enFaculty of Social Sciences::Department of Marketing Communication and Public Relationsen_US
uk.faculty-name.csFakulta sociálních vědcs_CZ
uk.faculty-name.enFaculty of Social Sciencesen_US
uk.faculty-abbr.csFSVcs_CZ
uk.degree-discipline.csMarketingová komunikace a public relationscs_CZ
uk.degree-discipline.enMarketing Communications and Public Relationsen_US
uk.degree-program.csMediální a komunikační studiacs_CZ
uk.degree-program.enMedia and Communications Studiesen_US
thesis.grade.csVýborněcs_CZ
thesis.grade.enExcellenten_US
uk.abstract.enThe thesis concentrates on the development of communication and marketing activities of traditional Czech brands. This concept is demonstrated on Czech airli nes, a typical representative of these brands. CSA were established in 1923 and since then have gone through a long development. More than an 80 year long tradition of nagairline carr ier of the Czech Republic meant a way through a better era, when CSA reached the hypothetical top of air transport. Other years meant suppressing the company's activities and a decline in any other operations. The development and all the activities were influenced by internal conditions as well as events of all-society meaning. The most signifi cant contributing factor in this area was and still is the economic and political situation within and outside the country. All these influences were projected in the company and in its marketing activities. The thesis allows a close look at general marketing topics which are then analysed using specifi e examples. Particular attention is paid to the current and much discussed question of marketing communication. The first two chapters deal with the topics of company brands, brand value, brand appreciation and brand building. The third chapter deals with the role of marketing in the company's strategy and with the creation of a...en_US
uk.file-availabilityV
uk.publication.placePrahacs_CZ
uk.grantorUniverzita Karlova, Fakulta sociálních věd, Katedra marketingové komunikace a public relationscs_CZ
dc.identifier.lisID990009449150106986


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