Návrh marketingové komunikace města

Abstract

This thesis is concerned with marketing communications regarding the city of Pardubice. The aim of this study is to propose the recommendations and suggestions that could lead to the improvement of communication between the city and visitors. The first part reviews the theoretical resources related to the marketing communication of the city. Thereafter, the work describes the marketing mix with the focus on the communication tools. To achieve the targets, I have implemented the marketing research which included the collection of primary data and evaluation in the SPSS program. This study is concluded with a variety of suggested recommendations that resulted from the conducted research. These recommendations are focused on making the marketing communication of the city efficient.