Analýza marketingové komunikace květinářství

Abstract

This bachelor thesis focuses on the analysis of marketing communication and its application in the online environment, using the example of the company Secret Flowers, which operates in the flower retail sector. The thesis is based on the assumption that effective marketing communication is a key factor in building a brand, gaining customer loyalty, and achieving a competitive advantage—particularly in the context of a rapidly evolving digital era. The theoretical part defines the main concepts of marketing communication and presents current trends in online marketing. The practical part analyzes the communication strategies of Secret Flowers and, based on conducted research, proposes recommendations for their improvement. The findings may serve as valuable input both for the company itself and for professionals interested in optimizing marketing strategies in the digital landscape.