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Optimalizace marketingového mixu sportovního zařízení / Optimization of Marketing Mixes in Sports Facilities

The goal of this thesis is to optimize current marketing mixes in sports facilities. As such, this thesis will suggest appropriate optimization strategies for these mixes and recommend methods for improving marketing communication practices and service portfolios, in order that facilities may heighten their competitiveness, increase facility attendance, and enhance client satisfaction. The theoretical section of this thesis analyses marketing mixes, services, sports product, CRM, CEM, and facility environment. The practical component first presents the facility itself: a squash centre, where the analysis was done. An analysis and assessment of marketing activities of the squash centre was carried out afterwards. Quantitative forms of research, especially interviews, were used. Informal conversations were also held with the management of the squash centre. The thesis results in some recommendations for the squash centre which are applicable for sports facilities in general.

Identiferoai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:192818
Date January 2014
CreatorsHejdová, Anežka
ContributorsKotáb, Jiří, Krpálek, Ladislav
PublisherVysoká škola ekonomická v Praze
Source SetsCzech ETDs
LanguageCzech
Detected LanguageEnglish
Typeinfo:eu-repo/semantics/masterThesis
Rightsinfo:eu-repo/semantics/restrictedAccess

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