Návrh komunikační strategie na trhu speciálních oděvů

Abstract

The aim of the bachelor thesis is to create a communication strategy design in the special clothes market. The work defines status of military clothing and its development. The theoretical part concerns with a fundamental marketing and communication outlets based on the work of world’s leading authors. The practical part analyzes the data obtained through a primary and a secondary investigation. In the end the bachelor thesis proposes appropriate recommendations for a complete improvement of the marketing communication of military stores with a target customer.