02984ntm a22004937i 4500 000311848 CZ-PrVSE 20160917102307.0 m d cr n|||||||||| 160917s2016 xr fsbm 000 0 eng d NEZPRACOVANÝ IMPORT ABA006 cze ABA006 ABA006 rda Kinštová, Veronika ISIS:89294 dis Vliv POS na prodeje : LEGO Nexo Knights kampaň 2016 v hračkářstvích eng The impact of POS materials on sales : LEGO Nexo Knights 2016 campaign in toy specialist stores / Veronika Kinštová 2016 ?? s. : digital, PDF soubor Vedoucí práce: Petr Král Diplomová práce (Ing.)—Vysoká škola ekonomická v Praze. Fakulta mezinárodních vztahů, 2016 Obsahuje bibliografii Textový (vysokoškolská kvalifikační práce) Rok obhajoby 2016 In today's highly competitive and cluttered marketing environment it becomes increasingly harder for brands to differentiate themselves form others. This is especially pronounced in the retail space. Shopper marketing is a discipline that focuses on shoppers and their needs to create a unique shopping experience and thereby increase in-store communication effectiveness. Keeping in mind the challenges of marketing to children, LEGO aims to communicate to its shoppers as well as consumers through the platform of in-store its core values of creative play, fun and learning. The thesis discusses the effectiveness of LEGO shopper marketing, specifically the engagement elements it uses in various channels. The aim is to test and evaluate the impact of these materials on the target audience and sales as well as define the hierarchy of LEGO in-store communication materials. In the theoretical part shopper marketing concepts, shopper beaviour and marketing in the toy industry are discussed. Způsob přístupu: Internet international management [obor dipl. práce] diplomové práce fd132022 czenas master's theses eczenas Shopper marketing Engagement elements Toy industry Král, Petr, 1979- pna2010582238 ths Karlíček, Miroslav, 1979- vse2010558291 opn Vysoká škola ekonomická v Praze. Fakulta mezinárodních vztahů kn20010709400 dgg https://insis.vse.cz/zp/56248/podrobnosti VŠKP v InSIS https://insis.vse.cz/zp/56248 Hlavní práce https://insis.vse.cz/zp/56248/posudek/vedouci Hodnocení vedoucího https://insis.vse.cz/zp/56248/posudek/oponent/49375 Oponentura https://insis.vse.cz/zp/56248/podrobnosti dc:identifier NEPOSILAT VSKP vse56248 160910 56248