03083ntm a22005537i 4500 000716497 CZ-PrVSE 20240914152213.0 m d cr n|||||||||| 240914s2024 xr fsbm 000 0 eng d NEZPRACOVANÝ IMPORT ABA006 cze ABA006 ABA006 rda Ruskykh, Stefaniia ISIS:167547 dis Trendy marketingové komunikace během války na Ukrajině eng Marketing communication trends during war in Ukraine / Stefaniia Ruskykh 2024 ?? stran : digital, PDF soubor Vedoucí práce: Michael Bahles Diplomová práce (Ing.)—Vysoká škola ekonomická v Praze. Fakulta mezinárodních vztahů, 2024 Obsahuje bibliografii Textový (vysokoškolská kvalifikační práce) Rok obhajoby 2024 This thesis examines changes in marketing communication trends in Ukraine during wartime, focusing on the adaptation and implementation of new strategies that differ from traditional marketing approaches. The study highlights the shift towards emotional marketing, driven by the need to resonate more deeply with consumers in a time of crisis. Using a mixed-method approach, including case studies, qualitative data collection, and quantitative analysis, the research reveals how wartime conditions have transformed marketing practices in Ukraine since February 24, 2022. The results show the use of emotional storytelling, real-time updates and interactions, integration of donations with financial tools like Banka and Boyovi, and the use of humor, memes, and national symbols in communication strategies. This research provides valuable insights and recommendations for international companies planning to enter the Ukrainian market during wartime. Způsob přístupu: Internet international business - central european business realities [obor dipl. práce] diplomové práce fd132022 czenas master's theses eczenas Social responsibility Humor and Memes National symbols Donations Emotional storytelling Marketing communication trends Emotional marketing Ukraine Bahles, Michael ISIS:109984 ths Escobar Rios, Andrea ISIS:116787 opn Vysoká škola ekonomická v Praze. Fakulta mezinárodních vztahů kn20010709400 dgg https://insis.vse.cz/zp/85033/podrobnosti VŠKP v InSIS https://insis.vse.cz/zp/85033 Hlavní práce https://insis.vse.cz/zp/85033/posudek/vedouci Hodnocení vedoucího https://insis.vse.cz/zp/85033/posudek/oponent/84157 Oponentura https://insis.vse.cz/zp/85033/podrobnosti dc:identifier NEPOSILAT VSKP vse85033 240907 85033