Interpretation of the Retromarketing Concept Illustrated on the Example of Contemporary Marketing Communication in the Czech Republic

Thesis Interpretation of the Retromarketing Concept Illustrated on the Example of Contemporary Marketing Communication in the Czech Republic focuses on the interpretation of retromarketing, its current use on an example of Czech companies'campaigns (Kofola, Misa, Botas and others), the reason for Czech companies' inclination to this form of marketing communication and the psychological and sociocultural aspects of contemporary Czech society. Retromarketing is used by companies rather intuitively and currently does not have a strong theoretical basis. Aim of the thesis is to 1) interpret and clarify the concept of retromarketing and 2) to determine why is the retromarketing as a form of marketing communication utilized more and more by Czech companies and analyze examples of specific campaigns to show how is this form of marketing applied. The work is divided into theoretical and practical part. The theoretical part is focused on clarifying the concept, its integration into the wider context of marketing communications and psychological and sociocultural aspects of retromarketing. One chapter of the theoretical interpretation is then given to the interpretation and understanding of nostalgia as one of the key elements of retromarketing. In the practical part are analyzed selected examples of the..