В работе проанализированы этапы и инструменты продвижения территории, рассмотрены основные группы стейкхолдеров, задействованных в процессе продвижения территории, выявлены признаки, по которым землячества могут являться потенциальным стейкхолдером продвижения территории, проведено исследование, которое выявляет каналы и инструменты участия землячеств в продвижении территории. Как показали результаты исследования, землячество может являться полноценным стейкхолдером в процессе продвижения территории при условии включения их деятельности в стратегию продвижения территории, а также при управлении их деятельностью. / The work analyzes the stages and tools for promoting the territory, considers the main groups of stakeholders involved in the process of promoting the territory, identifies signs by which fraternities can be a potential stakeholder for promoting the territory, conducts a study that identifies channels and tools for the participation of fraternities in promoting the territory. As the research results showed, fraternity can be a full-fledged stakeholder in the process of promoting the territory, provided that their activities are included in the strategy of promoting the territory, as well as in managing their activities.

The goal of this work is to analyze the channels and means used for addressing and acquiring existing and future customers of internet commerce hrajhned.cz and information they spreading. With help of primary research, by using the asking technique, determine whether used channels, resources and information are adequate and improve overall communication mix for streamlining sales. This paper aims to clearly define which channels and resources can support the fulfillment of the main long-term objective of this shop - ie extension, trade between the vast majority of customers and gaining at the worst third place in market in the sale of digital distribution of games, and the secondary target for this year - ie the increase in total sales by 40%.