Interní marketingové změny ve vybrané průmyslové společnosti

Abstract

The content of this master thesis is to suggest strategy use of marketing instruments for internal communication in a selected industrial company particularly for communication process changes. This thesis includes principles of internal marketing in regard to personal marketing. In addition to that there are individuals practices of managing changes and instruments of situational analysis analyzed. There is current form of communication changes in process of customers operation in a selected company analyzed. Instruments of situational analysis are applied to the praxis which are interview survey and SWOT analysis. The outcome instruments result in finding a strategy of changes.