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Other Papers on :International Business

Other Papers on :Marketing Communications

S/M/229. Dissertation. Royal Tokaji of Hungary: Integrated Marketing Communications project

(2006, 14 000 words)

The dissertation examines the entry of a Hungarian company Royal Tokaji Wine (RT) into the British market with their new product 'La Terre'. Situational and market analysis of the RT is conducted; their competitors' advertising techniques and strategies are reviewed; a plan of the RT advertising campaign is presented; the British code of advertising alcoholic drinks is defined. Suggestions are made about the launch of the product in Germany.



 
   
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