This thesis deals with marketing communication applied to the developer project of the terraced houses construction in the area of Černá cesta, Olomouc - Nemilany, within support of a housing development in the village.
Theoretical part of the thesis defines marketing concept and the position of marketing communication in the marketing mix. It presents individual communication tools and their use in construction.
Practical part of the thesis focuses on the analysis of company marketing communication and the current market environment. In the questionnaire survey respondents' opinions are investigated and on the basis of the gathered information the plan of marketing communication is designed and the most suitable communication tools are chosen.
Final part of the thesis evaluates the results and suggests measures in terms of effectiveness and feasibility of the promotional concept of the new developer project marketing strategy. The benefit of this thesis should be the innovation of company´s business activities and the presentation of results for both theory and practice in the area of marketing communication.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:260143 |
| Date | January 2016 |
| Creators | Kňávová, Pavla |
| Contributors | Selby, Richard, Zdeněk, Zdeněk |
| Publisher | Česká zemědělská univerzita 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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