Analýza marketingové komunikace lesnické společnosti

Abstract

The aim of this bachelor thesis is to analyze the marketing communication of the state enterprise Lesy České republiky towards the schema_dspacedb. Primary data were obtained through research conducted in the form of an online questionnaire survey and was attended by 200 respondents. The results contain information sources of respondents and their knowledge of current marketing activities of the Lesy ČR, in the broader context of the respondents' relationship to the forest, as well as respondents' opinions on the image of the state enterprise. The work also deals with the theoretical basis of marketing communication and the characteristics of the state enterprise Lesy ČR. Based on the information obtained, proposals and recommendations for improving the marketing communication of Lesy ČR towards the public were prepared.