Marketingové projekty na příkladě společnosti Ahold CZ

This diploma thesis deals with an important tool to promote sales in retail - marketing communications and marketing projects with main focus on sales promotions applied in retail units of Albert. In this work the reader can find description of specific retail marketing and purchasing behaviour of the Czech customers. The main part is devoted to the analysis of effectiveness of selected marketing projects implemented in Albert including the analysis of their profitability, revenues and expenses for their operation. The paper also analyses the selected methods of in-store communication in Albert, provides the review on the research of the most common tools and their effectiveness of sales promotions in the retail unit and provides recommendations on their proper execution.