Návrh marketingové komunikace pro zvýšení známosti značky Fair Trade na českém trhu

Abstract

This thesis deal with the purpose brand FAIRTRADE. To suggest the marketing communication for increasing of the purpose brands FAIRTRADE recognition on the basis marketing research was the purpose of the thesis. The research was realized in the Moravia-Silesian region. The suggestions and recommendation I developed for elements of marketing communication mix with that have the biggest potential in conditions of Fair Trade, namely for advertisement, sales promotion and public relations.