TL;DRAbstract
In following bachelor thesis I am focusing on a marketing mix of the company IKEA. The thesis is divided into two parts, the theoretical one and the practical one. In theoretical part I result from professional literature and I am describing individual parts of the mix generally. In the practical one, I am trying to apply my own knowledge, I am presenting IKEA company, its history and individual parts of marketing mix. Practical part also contains results from my own research (in a form of asking investigation) carried out by IKEA customers, which involves their view of IKEA marketing mix. In the final part of my thesis I am reflecting my opinions and suggestions about the marketing mix of the IKEA company.
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In following bachelor thesis I am focusing on a marketing mix of the company IKEA. The thesis is divided into two parts, the theoretical one and the practical one. In theoretical part I result from professional literature and I am describing individual parts of the mix generally. In the practical one, I am trying to apply my own knowledge, I am presenting IKEA company, its history and individual parts of marketing mix. Practical part also contains results from my own research (in a form of asking investigation) carried out by IKEA customers, which involves their view of IKEA marketing mix. In the final part of my thesis I am reflecting my opinions and suggestions about the marketing mix of the IKEA company.
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