Návrh marketingové strategie města Teplice

Abstract

The bachelor's thesis deals with the analysis of the marketing strategy of Teplice. The first part describes the theoretical background, which includes marketing, marketing communication and marketing strategy. There is also specification for cities and minucipalities. In the second part of the thesis, there is an analysis of the current marketing strategy and marketing activities of Teplice. Based on the individual steps of the marketing strategy, the problem of the town of Teplice, which is related to the decreasing population, is defined. In addition, an analysis of the external and internal environment, the use of marketing communication and services provided to the public is carried out. In accordance with the objectives of the city and the defined problem, at the end of the thesis are presented suggestions and recommendations for improving of the current marketing strategy of Teplice.