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Design of Company Communication Mix

By Simona Černá

Abstract

This diploma thesis deals with improving communication mix of selected business entity. The first part describes, from a theoretical point of view, marketing, environment analysis, marketing mix, communication mix tools and marketing research. The following section describes the analytical work of the selected entity, the current communication and marketing mix. This section also contains a general and industry analysis of environment, SWOT analysis and marketing research. In the last section I propose a new communication mix to improve the situation in the company and increasing sales

Topics: marketingový mix; customer; product; research; reklama.; zákazník; Marketing; produkt; communication; komunikace; strategy; communication mix; komunikační mix; výzkum; strategie; advertising.; cena; price; marketing mix
Publisher: Vysoké učení technické v Brně. Fakulta podnikatelská
Year: 2014
OAI identifier: oai:invenio.nusl.cz:224355
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