The aim of this Master's thesis is to analyze communication activities of the Domácí těstoviny bistro and subsequently on the basis of the analysis to propose and implement a new communication strategy leading primarily to increase awareness of the potential customers and build loyalty of the existing customers. This Master's thesis consists of theoretical and practical part. The theoretical part focuses on service marketing (specifically catering services) and the importance of marketing management and planning for small and medium businesses. It also focuses on analysis of the current situation, marketing research and marketing communication. The practical part includes performances of the Domácí těstoviny bistro, the application of the analysis of the current situation and evaluation information from primary and secondary research. The most important, final part of the Master's thesis is to proposal, implementation and evaluation of the communication strategy of the Domácí těstoviny bistro.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:199541 |
| Date | January 2013 |
| Creators | Vančurová, Olga |
| Contributors | Zamazalová, Marcela, Stříteský, Václav |
| 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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