This diploma thesis evaluates marketing communication of the selected company, concretely the hotel Holiday Inn Prague Congress Centre. The partial aim of the thesis is to evaluate the overall marketing communication of the hotel, describe tools which are used to communicate and evaluate their influence on the overall promotion of the hotel. The main aim is to evaluate the online communication of the company and to propose solutions that will lead to more effective communication to customers. This aims are accomplished by several methodological steps. The first step is to clarify the basic theoretical concepts associated with this issue that is marketing a marketing communication with an emphasis on the online communication. The second step is to describe the current communication mix of the company and used tools and subsequent analysis of the online communication using web analytics. From these data is formulated the evaluation of marketing communication of the hotel including proposals that will lead to more efficient marketing communication of the company and also to better market position of the company.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:258910 |
| Date | January 2016 |
| Creators | Čapek, Jan |
| Contributors | Balcarová, Tereza, Alena, Alena |
| 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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