Analýza marketingové komunikace obchodního centra

Abstract

This thesis deals with analysis of marketing communication of the Breda & Weinstein shopping center in Opava.

The aim of this work is to find out whether the shopping center marketing communication influences its current customers, motivates them sufficiently in a decision-making process of visiting the shopping center, and what are the preferences of customers regarding the shopping center marketing communication. The theoretical part describes a process of marketing communications, aims, strategies, and budget. The shopping center communication mix is analyzed and described along with the current trends in marketing communications. The practical part contains the characteristics of the original shopping center Breda and current shopping center Breda & Weinstein. SWOT of the Breda & Weinstein shopping center and survey using personal interviews were executed. This section also contains suggestions and recommendations for the shopping center. The conclusion summarizes the results of the survey