Diploma thesis discusses the importance of marketing in municipal development of the area. Currently, community leaders underestimate the importance of Urban marketing and they confuse the term municipal marketing for a mere regional publicity. Municipal marketing is not just communication and advertising, but it is a complex tool for managing the municipality. The thesis is divided into theoretical and practical parts. The theoretical part deals with the definition and determination of municipal marketing and its instruments. For appropriate usage of municipal marketing is also necessary to know its processes, products and approaches. The practical part includes an analysis of natural and socio-economic environment of Křivoklátsko region, and also it relates barriers and trends in development of municipal marketing. Understanding the background of certain municipality is essential for creating quality marketing strategy, which should take part in every strategic plan of area development.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:77021 |
| Date | January 2007 |
| Creators | Malátová, Aneta |
| Contributors | Kadeřábková, Jaroslava, Khendriche Trhlínová, Zuzana |
| 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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