Integrated Marketing Communication of The North Face

Karátson Mózes (2020) Integrated Marketing Communication of The North Face. Kereskedelmi, Vendéglátóipari és Idegenforgalmi Kar.

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Absztrakt (kivonat)

In this thesis I examined the integrated marketing communications of the brand The North Face. The thesis was written on the integrated marketing communications model that includes, the brand, PR, sales promotion, sponsorship, social media, website, events and advertising. How well the brand performs in these areas and what are their success, if they have in marketing communications. In the brand section I wrote about the brand identity, vision, mission, slogan, logo, product lines and brand heritage. In the PR section I wrote about both digital and conventional PR. The sales promotion part is about how the brand gains profit and new customers throughout sales periods, the website and social media chapters include content marketing, layout and communication strategy of the brand, but also user experience, word by mouth marketing and brand ambassadors. In the events chapter I wrote about the related events and how is the brand appearance in events, what type of event they organize and what for. Sponsorship is about the brand athletes how they use professionals to communicate on all channels. Because of the COVID19 I could not examine the instore and offline communication of the brand, however I could observe their crisis communication.

Intézmény

Budapesti Gazdasági Egyetem

Kar

Kereskedelmi, Vendéglátóipari és Idegenforgalmi Kar

Tanszék

Kereskedelem Tanszék

Tudományterület/tudományág

NEM RÉSZLETEZETT

Szak

Kereskedelem és marketing (angol nyelven)

Konzulens(ek)

Mű típusa:	diplomadolgozat (NEM RÉSZLETEZETT)
Kulcsszavak:	The North Face, branding, communication, integrated marketing, marketing
SWORD Depositor:	Archive User
Felhasználói azonosító szám (ID):	Brakszatoriszné Jankó Tímea
Rekord készítés dátuma:	2020. Aug. 13. 10:53
Utolsó módosítás:	2020. Szep. 11. 13:22

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