Analýza komunikačního mixu vybrané společnosti

Abstract

This master thesis deals with an analysis of the communication mix of the company InSPORTline. The aim of the thesis is to evaluate the communication mix of the company and to identify the communication elements that consumers pay the most attention to. Internal data and a questionnaire survey were used to obtain the most accurate information about the communication activities of InSPORTline. The identified weaknesses and opportunities serve as a basis for recommendations to improve the marketing communication.