Analýza využití nových forem marketingové komunikace v ubytovacích službách

Abstract

The diploma thesis deals with the use of new forms of marketing communication in the service sector, specifically in the accommodation services sector. The thesis aims to present the theoretical basis concerning new forms of marketing communication and the service sector. The analytical part the focuses on analysis and comparison of the use of new forms of marketing communication on the example of two accommodation facilities located in Turkey, Istanbul. The last chapter is devoted to proposals and measures leading to more effective use of new forms of marketing communication in the case of both accommodation facilities.