Below The Line marketing communication applied in the fashion industry

Mészáros Dóra (2022) Below The Line marketing communication applied in the fashion industry. Faculty of Commerce, Catering and Tourism.

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The problem I examined in my dissertation is whether and how the marketing strategy of the Numberone model agency has changed as a result of the Covid situation, and what new strategies have been used to achieve satisfaction.To investigate the problem, I chose a primary research method, which was the in-depth interview. I did a personal interview with the head of the agency. The questions mainly seek answers to the appearance of Covid situation, the current situation, the company's objectives and the development of marketing activities. I got an answer even about the BTL communication usage of the agency. Vision and missions are also have a deep value in the agency's life. All in all one agency like this has to concentrate for the communication and be a part on any platform. There is a lot of opportunities for the agency growing.


Budapest Business University


Faculty of Commerce, Catering and Tourism


Kereskedelem Tanszék




Kereskedelem és marketing


Konzulens neve
Konzulens típusa
Assignment, Scientific qualification, Institution
dr. Papp Vanda
főiskolai docens; Kereskedelem Tanszék; KVIK

Item Type: Thesis (UNSPECIFIED)
Uncontrolled Keywords: communication methods, coronavirus, Interview, marketing, online marketing, SWOT analysis, website
SWORD Depositor: Archive User
Depositing User: Archive User
Date Deposited: 2022. Mar. 17. 15:41
Last Modified: 2022. Mar. 17. 15:41

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