Analýza marketingové komunikace motorestu

Abstract

The aim of this diploma thesis is marketing communication analysis of the roadside restaurant. The content of this diploma thesis is separated into seven chapters. The first chapter contains introduction. The second chapter includes a characteristic of the roadside restaurant and the description of its background. The next chapter deals with theory, especially with the theory of marketing communication. The first practical part deals with the marketing research process. The content of the fourth chapter is a methodology of work. The next phase covers research results analysis. The sixth chapter offers suggestion for the marketing communication of the roadside resturant to reflect its needs and possibilities. Proposals deal with the mixture of communication styles: advertisement, direct sales, sales promotion, public relations, direct marketing and internet communication. The last chapter comprises the diploma´s ending.