Návrh marketingového mixu knihovny

Abstract

Bachelor´s thesis is focused on designing marketing mix of the local library in Mankovice. First part of thesis contains theoretical basis of services marketing and marketing mix for services described by literature. Application of library´s situation analysis traffic and current marketing mix in it´s components: product, price, place, promotion, people, physical evidence and processes. The designing new marketing mix is then built upon of analysis results of marketing research.