This thesis deals with the promotion of the Czech Republic abroad and in the American market, and focuses primarily on New York. The American public isn't very aware of Czech Republic, in fact still confusing it with Czechoslovakia, also the image of Czech Republic isn't very positive. All of this could be changed with effective promotion. Communication campaigns within the large American competition could be very expensive and therefore difficult to achieve, because of this it would be very important to focus on marketing tools which are budget friendly. The theoretical part of this thesis presents marketing and commercial communication, as well as preparation of communication campaigns and tools toward it. It also specifics on the promotion of tourism. The practical part of this thesis focuses on the current promotion of the Czech Republic abroad and in the American market, and problems the Czech Republic has to deal with, as well as offers possible solutions.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:85814 |
| Date | January 2011 |
| Creators | Štědronská, Petra |
| Contributors | Mikeš, Jiří, Valentová, Jana |
| 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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