First part of the thesis deals with the theory of marketing and commercial communications and the specificity of marketing and communications in tourism. Second part comprises the analysis of the current promotion of Prague abroad. Third part of the thesis follows a new promotional strategy that contains more promotional topics and proposes the use of more communication channels. The proposed strategy includes setting of objectives, target groups, timing, competition and measurement of the effectiveness of such communication.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:76366 |
| Date | January 2009 |
| Creators | Voříšková, Barbora |
| Contributors | Mikeš, Jiří, Herget, Jan |
| 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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