02895ntm a22005297i 4500 000491131 CZ-PrVSE 20170613134144.0 m d cr n|||||||||| 170613s2017 xr fsbm 000 0 eng d NEZPRACOVANÝ IMPORT ABA006 cze ABA006 ABA006 rda Townsend, Carena Ashley ISIS:121351 dis Marketing as it relates to special diets eng Marketing as it relates to special diets / Carena Ashley Townsend 2017 ?? stran : digital, PDF soubor Vedoucí práce: Gina Cook Diplomová práce (Ing.)—Vysoká škola ekonomická v Praze. Fakulta mezinárodních vztahů, 2017 Obsahuje bibliografii Textový (vysokoškolská kvalifikační práce) Rok obhajoby 2017 The aim of this thesis is to analyze how marketing communications strategies influence consumers to purchase gluten-free products in the United States and the United Kingdom. This thesis is divided into four chapters. The first chapter focuses on the theory of the marketing mix and marketing communication concepts related to the gluten-free food industry. The second chapter focuses on the history of gluten in food production, the rise and expansion of the gluten-free industry and economic impacts. The third chapter compares the marketing strategies of the Barilla Group by comparing their gluten-free pasta and gluten counterpart in the United States and the United Kingdom markets. The last chapter summarizes the research conducted by the author to understand what are the different influences that impact consumers to purchase Barilla products in both markets. Způsob přístupu: Internet international business - central european business realities [obor dipl. práce] diplomové práce fd132022 czenas master's theses eczenas Celiac Disease Pasta Barilla Gluten Intolerance Gluten-free Marketing Communication Strategy Cook, Gina, 1970- vse2016935249 ths Halík, Jaroslav, 1961- xx0051501 opn Vysoká škola ekonomická v Praze. Fakulta mezinárodních vztahů kn20010709400 dgg https://insis.vse.cz/zp/57696/podrobnosti VŠKP v InSIS https://insis.vse.cz/zp/57696 Hlavní práce https://insis.vse.cz/zp/57696/posudek/vedouci Hodnocení vedoucího https://insis.vse.cz/zp/57696/posudek/oponent/51320 Oponentura https://insis.vse.cz/zp/57696/podrobnosti dc:identifier NEPOSILAT VSKP vse57696 170531 57696