Analýza marketingového mixu města

Abstract

The title of the bachelor thesis is Analysis of Municipal Marketing Mix. The aim of this thesis is current situation analysis of individual elements of the marketing mix in the city of Šenov and formulation of recommendations that would help to make its development more effective. The bachelor thesis is divided into several parts. In a theoretical part are defined municipal systems and authorities of municipality which are set by a law. Individual components of marketing mix are described next. Followed part is focused on a characteristic of the city of Šenov. In this part is a short reference of a history, a current situation of municipal marketing mix and of his marketing environment. Next chapter is about a methodology of data collecting, steps which led to gaining entries and their processing are described. The most important part of the thesis is an analysis of research results where are presented particular results of a questionnaire survey. By gathered data are formulated suggestions and recommendations which could the city use for a future development.