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International Business Dissertations

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

WORDS:
14000
DATE:
2006
PRICE:
149.99 GBP

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.

 

KEYWORDS: Dissertation, new product launch, Tokaji, wine, alcoholic,

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