This thesis deals with event marketing into integrated marketing communications. The main objective is to assess the effectiveness and appropriateness of selected methods in the selected company. The work is divided into theoretical and practical part. The first chapter describes the theoretical and the elements of marketing communication and clarifies the issue of event marketing. The theoretical knowledge applied in the Energy Media Publishing Ltd. and specifically its product - the magazine Do kabelky, his performance is part of the second chapter in the situational analysis. The third chapter is devoted to marketing research, which is processed in the form of primary research interviews with the event experts and target group publishing - magazine reader. Finally, in the fourth chapter, I propose that event marketing strategy, which will draft a specific event.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:81326 |
| Date | January 2009 |
| Creators | Pirunčíková, Jana |
| Contributors | Hesková, Marie |
| 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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