This thesis deals with the topic of event marketing and its effective utilization in the marketing communication mix of a company. It specifies the different types of events, the planning process and creation of an event marketing strategy. In the analytical part the current state of operation of event marketing in a business company is described. Optimal event marketing strategy in a business company is proposed within the solution suggestion focusing on attracting attention with the help of unusual experiences, strengthening existing business relations and establishing new business relationships.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:223547 |
| Date | January 2012 |
| Creators | Kafková, Lada |
| Contributors | Coufalová, Pavlína, Chalupský, Vladimír |
| Publisher | Vysoké učení technické v Brně. Fakulta podnikatelská |
| 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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