The Master thesis evaluates the influence of cultural potential for the marketing management of historical city Kutná Hora, identifies barriers to successful implementation of marketing strategy and suggests further approaches to overstep those barriers. Firstly, the thesis analyzes current application of marketing mix tools. In the next chapters the thesis summarizes the outputs of quantitative research and presents the suggestions for improvement the implementation of marketing strategies in the city. Data were collected by method of personal interviews. The research was divided into two parts - the first parts focuses members of civic associations active in the field of culture and tourism and their attitudes and opinions. Second part represents a research of the attitudes and opinions by city's visitors. The Master thesis verified its primary hypothesis: Municipality of Kutná Hora insufficiently cooperates with the entities active in the field of culture and tourism, in the creation of marketing and communication strategies.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:142277 |
| Date | January 2011 |
| Creators | Procházková, Barbora |
| Contributors | Černá, Jitka, Štědroň, Bohumír |
| Publisher | Vysoká škola ekonomická v Praze |
| Source Sets | Czech ETDs |
| Language | Czech |
| Detected Language | English |
| Type | info:eu-repo/semantics/masterThesis |
| Rights | info:eu-repo/semantics/restrictedAccess |
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