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Poslední úprava: Novotný Lukáš doc. Dr. Mgr. M.A. (13.01.2021)
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Poslední úprava: Novotný Lukáš doc. Dr. Mgr. M.A. (13.01.2021)
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Poslední úprava: Novotný Lukáš doc. Dr. Mgr. M.A. (06.12.2020)
Core:
Armstrong, Gary; Kotler. Philip Kotler. Marketing: An Introduction. London: Pearson College Div., 2010. ISBN 978-0-131-86591-4. Fitch, Kate. Professionalizing Public Relations. History, Gender and Education. London: Palgrave macmillan, 2017. ISBN 978-1-137-57308-7. 10.1057/978-1-137-57309-4 Kotler, Philip; Kartajaya, Hermawan; Setiawan, Iwan. Marketing 4.0. Moving from Traditional to Digital. Warsaw: MT Biznes, 2017. ISBN 978-83-8087-191-5
Supplementary:
Gordon, Stacy. Strategic Influence in Legislative Lobbying. Context, Targets, and Tactics. London: Palgrave macmillan, 2015. ISBN 978-1-137-52239-9. 10.1057/9781137522405. Kompella, Kartikeya (Ed.). Marketing Wisdom. Cham: Springer. ISBN 978-981-13-4283-7. 10.1007/978-981-10-7724-1. Novotný, Lukáš. Marketing Communication and Cross-Border Tourism: Case Study of Young People in the Czech-German Borderland. In: Kusá, Alena; Zaušková, Anna; Bučková, Zuzana (Eds.). MARKETING IDENTITY - Offline Is the New Online. Trnava: Faculty of Mass Media Communication. University of SS. Cyril and Methodius in Trnava, 2020, 682-694. ISBN 978-80-572-0038-3. Watson, Tom. Western European Perspectives on the Development of Public Relations. Other Voices. London: Palgrave macmillan, 2015. ISBN 978-1-137-42749-6. 10.1057/9781137427519. Wirtz, Bernd W. Media Management. Strategy, Business Models and Case Studies. Cham: Springer, 2020. ISBN 978-3-030-47912-1. 10.1007/978-3-030-47913-8. |
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Poslední úprava: Novotný Lukáš doc. Dr. Mgr. M.A. (13.01.2021)
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Poslední úprava: Novotný Lukáš doc. Dr. Mgr. M.A. (13.01.2021)
1. Marketing. Marketing concept. 2. Environmental analysis. Marketing strategies. 3. Marketing research. 4. Customer. Shopping behavior. 5. Segmentation.Targeting. Positioning. 6. Product. Brand. Communication mix. 7. Price. Distribution. 8. Sustainable marketing. Green marketing vs. Sustainable marketing 9. Marketing & tourism 10. Political marketing and PR 11. Marketing of regions and cities + branding 12. Effective Public Relations 13. Media relations 14. Lobbying: Theory, practices, case studies. |