1. Marketing costs in a period of economic crisis and after it
- Author
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Dostálková, Dominika, Pešek, Ondřej, and Brázdil, Stanislav
- Subjects
ekonomická krize ,economic crisis ,marketingové prostředí ,business cycle ,hospodářský cyklus ,marketing environment ,marketingové výdaje ,marketing costs - Abstract
This bachelor´s thesis analyses changes in marketing costs depending on the stages of the business cycle. Especially a strategy of firms, which have to face an economic crisis in the years 2008-2013. Thesis sets a target how changed the investments of Czech companies to marketing in the period of crisis. Theoretical part engages in economic cycle, marketing environment and marketing in the period of economic crisis. In practical part are specific costs on advertisement in particular mediatypes in price list costs depending on the macroeconomics indicators. Then there are also analysis on turnover of media agencies and B2B market. From the analysis was found that if macroeconomics indicators decreasing, also marketing costs decreasing and vice versa, exception costs to internet advertising which are in expansion in whole period. Differences in marketing costs was not proved at big companies which produce consumer products, this conclusion was found in case study of five selected companies.
- Published
- 2017