Title:	Specifics of the communication mix applied on the Czech and German market by the selected company
Authors:	Dědková, Jaroslava Ungerman, Otakar
Citation:	Trendy v podnikání = Business trends : vědecký časopis Fakulty ekonomické ZČU v Plzni. 2023, roč. 13, č. 2, s. 39-52.
Issue Date:	2023
Publisher:	Západočeská univerzita v Plzni
Document type:	článek article
URI:	http://hdl.handle.net/11025/55336
ISSN:	2788-0079
Keywords:	komunikace;dm-drogerie markt GmbH;rozhovory tváří v tvář;komunikační mix
Keywords in different language:	communication;dm-drogerie markt GmbH;face-to-face interviews;communication mix
Abstract in different language:	International marketing communication is the most visible and also the most culturally conditioned international marketing tool. The main objective of the international communication policy is to create a favourable image of the company and shape the desired image of its products and brands. Usually, the basic communication concept is used as a starting point, and the individual tools of the communication mix, the content and method of communication, and the choice of media are adapted as needed. This paper presents a case study that aims to identify differences in the marketing communication of a selected global company on the German and Czech markets. The global company dm-drogerie markt GmbH, which engages in business activities in both countries, was selected for the case study. For the Czech Republic, the primary research method used was face-to-face interviews. For the research in Germany, the primary research method used was observation. The research identified a predominant strategy of adaptation over a strategy of standardisation. One example of adaptation is the creation of communication content; for German customers this is based on corporate social responsibility, while for Czech customers the company uses price as its main selling point. Standardisation was evident in the choice of the same communication mix and the massive promotion of corporate private brands in both countries
Rights:	© Západočeská univerzita v Plzni
Appears in Collections:	Číslo 2 (2023) Číslo 2 (2023)

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