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Preněk, Tomáš (2008)
Publisher: Vysoká škola ekonomická v Praze
Languages: Czech
Types: Bachelor thesis
Subjects: marketing; design; Apple
The main goal of this thesis is a definition of marketing goals and strategies of the Apple company on the basis of the complex positional analysis, whose output is the SWOT analysis. For purpose of using theoretical knowledge in praxis one part is devoted to the marketing instruments, which are used by the analyzed company. This part leads to analysis of the company's marketing mix of one of the product made by Apple. This thesis includes also results of the market research which was focused at the consumer reception of the brand Apple.
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