03310ntm a22005057i 4500 000714130 CZ-PrVSE 20240629065935.0 m d cr n|||||||||| 240629s2024 xr fsbm 000 0 eng d NEZPRACOVANÝ IMPORT ABA006 cze ABA006 ABA006 rda Rašková, Adéla ISIS:156344 dis Implementace udržitelných marketingových metod na českém trhu eng Implementation of sustainable marketing methods within the context of the Czech market / Adéla Rašková 2024 ?? stran : digital, PDF soubor Vedoucí práce: Alžbeta Gburíková Bakalářská práce (Bc.)—Vysoká škola ekonomická v Praze. Fakulta informatiky a statistiky, 2024 Obsahuje bibliografii Textový (vysokoškolská kvalifikační práce) Rok obhajoby 2024 Escalating climate change, lack of waste regulation, social issues and clothing waste pollution pose grave threats to our planet, people, and future. This crisis impacts everyone, demanding action across all sectors and industries. This bachelor thesis presents aspects in which marketers can integrate more sustainable and responsible actions into their strategies and evaluates the operational aspects of the Czech brand with sustainability goals – Freshlabels. To assess the effectiveness of Freshlabels' sustainability efforts, this thesis analyses the brand's behaviour using the 'Revisiting the 7 Ps through Responsible Sustainable Marketing Lens' framework. Additionally, the target customer group's perspective is incorporated through interviews. In conclusion the research revealed customers and companies focus predominantly on sustainability of the sold product rather than the comprehensive sustainable marketing practises. Interviews further reveal that while Freshlabels actively promotes its commitment to sustainable fashion within the Czech Republic, their primary emphasis remains on ensuring the profitability and longevity of the company. True sustainable marketing principles advocate for placing environmental and social concerns on par with profit for an optimal outcome. Způsob přístupu: Internet multimédia v ekonomické praxi [obor bakal. práce] bakalářské práce fd132403 czenas bachelor's theses eczenas sustainable marketing greenwashing transparency sustainability Gburíková, Alžbeta ISIS:128414 ths Rešovská, Barbora ISIS:82845 opn Vysoká škola ekonomická v Praze. Fakulta informatiky a statistiky kn20010709399 dgg https://insis.vse.cz/zp/86985/podrobnosti VŠKP v InSIS https://insis.vse.cz/zp/86985 Hlavní práce https://insis.vse.cz/zp/86985/posudek/vedouci Hodnocení vedoucího https://insis.vse.cz/zp/86985/posudek/oponent/82206 Oponentura https://insis.vse.cz/zp/86985/podrobnosti dc:identifier NEPOSILAT VSKP vse86985 240628 86985