03033ntm a22005417i 4500 000714776 CZ-PrVSE 20240623000300.0 m d cr n|||||||||| 240622s2024 xr fsbm 000 0 eng d NEZPRACOVANÝ IMPORT ABA006 cze ABA006 ABA006 rda Luongová, Karina Trang ISIS:146043 dis Porovnání Kotlerovy a Sharpovy teorie : Liší se zákaznické báze značek? eng A comparison of Kotler's and Sharp's theories : Are the customer bases of brands different? Karina Trang Luongová 2024 ?? stran : digital, PDF soubor Vedoucí práce: Miroslav Karlíček Diplomová práce (Ing.)—Vysoká škola ekonomická v Praze. Fakulta podnikohospodářská, 2024 Obsahuje bibliografii Textový (vysokoškolská kvalifikační práce) Rok obhajoby 2024 The objective of this thesis is to determine whether brand customer bases differ. All brands aim to grow and acquire more customers, but are they always doing it right? In marketing, there is a debate about whether brands need to differentiate themselves to be successful and grow, or if differentiation is not as crucial a factor for customers when selecting and purchasing a brand. The theoretical section discusses how Philip Kotler and Byron Sharp view this issue, with Sharp often challenging Kotler’s theory in practice. In the practical part of this work, MML–TGI data are analysed, as in Sharp’s examples. An analysis is applied across thirteen FMCG product categories to uncover differences among brand customers in terms of gender, age, and education. The results revealed fewer significant differences but more minor deviations that are not as impactful. In most cases, there are no differences between customer bases. Způsob přístupu: Internet international management [obor dipl. práce] diplomové práce fd132022 czenas master's theses eczenas customer base Philip Kotler differentiation brands Byron Sharp targeting segmentation Karlíček, Miroslav, 1979- vse2010558291 ths Koudelka, Jan ola2003199596 opn Vysoká škola ekonomická v Praze. Podnikohospodářská fakulta kn20010709402 dgg https://insis.vse.cz/zp/84728/podrobnosti VŠKP v InSIS https://insis.vse.cz/zp/84728 Hlavní práce https://insis.vse.cz/zp/84728/posudek/vedouci Hodnocení vedoucího https://insis.vse.cz/zp/84728/posudek/oponent/82421 Oponentura https://insis.vse.cz/zp/84728/podrobnosti dc:identifier NEPOSILAT VSKP vse84728 240620 84728