Návrh komunikačního mixu pro vybranou společnost

Abstract

The subject of the thesis is basic information about communication mix and its tools which are used for communication with customer. I am interested in the Theoretical background, which relate to marketing communication issues, internal and external environment of the company, and the characteristics of all the instruments of communication mix. The practical part includes analysis of communication mix at GABEN Ltd., individual elements and company SWOT analysis. In SWOT analysis are determined strengths, weaknesses, opportunities and threats for the company. In final part are individual change suggestions of communication mix at GABEN Ltd.