Marketingová komunikace společnosti České dráhy, a. s.

Abstract

The subject of this bachelor thesis is the marketing communication of Czech Railways. The aim of this bachelor thesis is to describe the marketing trends used in the company Czech Railways and to evaluate the elements of the communication mix. Then suggest possible improvements in areas where the author of this bachelor thesis considers it appropriate. All the work is divided into three chapters. The first chapter is devoted to the theory of marketing communication in corporate practice and also to a communication mix that includes advertising, direct marketing, sales promotion, public relations, events and sponsorship, personal sales and online marketing. The second chapter includes the use of the communication mix in practice at the Czech Railways company. There is also the history of rail transport and an appreciation of today's competition on the track. In the third chapter is used the solved issue in journalism, where is the introductory article, interview, poll and reviews.