Analýza marketingové komunikace obchodního řetězce se sportovním zbožím

Abstract

The bachelor's thesis is focused on the analysis of marketing communication of the retail chain SPORTISIMO s. r. o. The theoretical part describes key concepts in the field of marketing communication and further provides a detailed characterization of the selected chain. The practical part of the thesis was dedicated to marketing research, which was conducted using a questionnaire survey method (CAWI). Initially, the research methodology was established, followed by a description of the research process and an analysis of the research results. Based on the research findings, recommendations for improving the chain's marketing communication were proposed. The aim of the bachelor's thesis was to analyze the current marketing communication of the chain and identify any deficiencies or areas where communication could be improved.