This thesis deals with an analysis of marketing communication in two selected companies operating multiplexes. It is Premiere Cinemas Czech s.r.o and Cinestar s.r.o. The thesis is devided into a theoretical and practical part. Theoretical part focuses on marketing mix of services and particularly communication mix. Practical part compares marketing mix of both companies, their differences in individual parts and it aims at the tools of communication mix, especially sales support tools. This work also includes a questionnaire survey investigating whether respondents distinguish between individual companies and if they know and use sales support tools of multiplexes. Some recommendations have been suggested based on this.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:197206 |
| Date | January 2012 |
| Creators | Kolářová, Jana |
| Contributors | Filipová, Alena, Zeman, Jiří |
| 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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