The diploma thesis focuses on social enterprises and their use of marketing tools for their communication. In its first part the field where they operate within the Czech Republic is laid out including the legislative setting. Since the concept is relatively new here, approaches and inspiration from abroad are a cited. The part dedicated to marketing introduces different approaches to marketing presentations and to the overall communication of social enterprises and social firms. The outcome of this was to portray the possibilities of their communication with their target audiences. The research itself looks at the communication of social enterprises from several viewpoints. First of all it aims to show the approach taken by the subjects of social economy themselves. This is done through questionnaires and content analysis of documents. Also the view on the matter is expressed through an interview with a consultant of NESsT, an organization which deals with the theme of social entrepreneurship. The last angle, which is represented by a questionnaire for a selected segment of the public looks at their view of social enterprises and firms and their communication.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:329045 |
| Date | January 2013 |
| Creators | Čížková, Klára |
| Contributors | Matyáš, Ondřej, Dohnalová, Marie |
| 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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