The aim of this thesis is to analyse marketing communication of pilsen company Chladírenský servis Jedlička and to find out which trends of company's marketing communication can be used or are used. The first part of thesis is literary research. This part discusses concepts such as marketing, communication, marketing communication and new trends in marketing communications. As marketing trends are definited online marketing, viral marketing, mobile marketing, event marketing and guerilla marketing. The second part of thesis is a practical part. In this part instruments of Chladírenský servis Jedlička's marketing communication are discussed. This part deal with history of marketing communication of chosen company, when company mistakenly considered advertising in the sense of a one-way flow of information as its marketing communication. At present, however, the company uses the concept of marketing communication in the right sense, two- or more-way flow of information. For marketing communication the company uses online marketing, banner advertising on YouTube, Facebook,and watchs their feedback. Futhermore the company plans an event marketing for year 2018. The company also uses QR codes and sponsorships. Several improvements are recommended to the company. The first suggestion is to improve a Facebook communication engaging more employees in marketing communication and responding to comments on posts. The second suggestion is to focus on foreign customers and create websites in foreign languages. The third suggestion is to support event marketing of the company events this for existing and potential customers. The fourth suggestion is to make another shocking events. The fifth suggestion is to start watching a feedback from QR codes. The last suggestion is to create a notebook whither employees write questions from customers which management would deal with twice a month.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:376209 |
| Date | January 2018 |
| Creators | ŠEDIVCOVÁ, Veronika |
| 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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