Marketingová komunikace městské knihovny

Abstract

This Bachelor Thesis deals with marketing communication of Municipal Library of Bílovec. The aim of the Thesis was to evaluate the marketing communication of the publicy library in Bílovec. The Thesis consists of theoretical and practical part. First part of the Thesis offers theoretical basis of marketing communication and characteristics of the Municipal library of Bílovec. Marketing research was carried out using questionnaire survey. The resulting data point to an elaborate marketing communication of this public library. However some shortcomings were also found. In the last part of the Thesis recommendations are formulated in a form of elements of the marketing mix and there are some proposals for further development of the library.