03430ntm a22005177i 4500 000699911 CZ-PrVSE 20230610093205.0 m d cr n|||||||||| 230610s2023 xr fsbm 000 0 eng d NEZPRACOVANÝ IMPORT ABA006 cze ABA006 ABA006 rda Martinelli, Veronica ISIS:164795 dis Promotional activities inside regulated markets. Impact of IQOS events on customer brand awareness and perception. eng Promotional activities inside regulated markets. Impact of IQOS events on customer brand awareness and perception. / Veronica Martinelli 2023 ?? stran : digital, PDF soubor Vedoucí práce: Martin Machek Diplomová práce (Ing.)—Vysoká škola ekonomická v Praze. Fakulta podnikohospodářská, 2023 Obsahuje bibliografii Textový (vysokoškolská kvalifikační práce) Rok obhajoby 2023 Nowadays, the regulation of the tobacco market assumes a crucial role due to the scientifically proven harmful effect. Companies within this industry must respect some boundaries set by the legal framework on promotional activities. Despite this, the tobacco industry remains economically relevant and innovative, and therefore, it is essential to investigate how firms balance their profitability and social welfare. The main aim of this study is to investigate how the introduction of a heated tobacco product, IQOS, and its promotional activities modified customers' perception of a whole category. Two main sections were developed to reach this goal. A theoretical background to deepen the knowledge of the mentioned topics and a practical section based on qualitative interviews with IQOS users. The data collected have been analyzed and discussed with those of the theory to see if they support, complete, or question them. As a result, a more precise and complete picture emerged, highlighting how the IQOS brand successfully modified clients' points of view through its marketing activities. Within this context, legal entities must consider the influence of promotional activities on consumer perceptions. Emphasizing the need to develop regulations more congruent with current market developments. Způsob přístupu: Internet management [obor dipl. práce] diplomové práce fd132022 czenas master's theses eczenas Promotional boundaries Tobacco market Heated tobacco product (IQOS) Customer perception Promotional activities impact Machek, Martin mzk2013753090 ths Kolouchová, Daniela ola2015881272 opn Vysoká škola ekonomická v Praze. Podnikohospodářská fakulta kn20010709402 dgg https://insis.vse.cz/zp/82797/podrobnosti VŠKP v InSIS https://insis.vse.cz/zp/82797 Hlavní práce https://insis.vse.cz/zp/82797/posudek/vedouci Hodnocení vedoucího https://insis.vse.cz/zp/82797/posudek/oponent/78997 Oponentura https://insis.vse.cz/zp/82797/podrobnosti dc:identifier NEPOSILAT VSKP vse82797 230606 82797