Analýza marketingové strategie města

Abstract

The aim of this thesis is to refer to evaluation of marketing strategy of the city Jeseník. At first there is some characteristics of the city for lucidity of the place. This chapter refers to history of the city, demographic data, labour market, economy, civic amenities, technical infrastructure, environment and tourism. In theoretical part there is an explanation of basic terms of marketing, marketing services and marketing mix and there is also explanation of territorial marketing (marketing of the cities and regions), its typology, periods and description of basic components. The aim of the research is to analyze function of marketing strategy in Jeseník and to find some possibilities for change and development through better efficiency of marketing management. The analysis of marketing strategy is compiled by analysis of documents and survey. The survey is proved with inhabitants of Jeseník. The collection of measures has been compiled for improvement of marketing of the city which can help to develop the city.