The thesis is focused on analysis, evaluation and improvement proposals of a marketing strategy. First, basic marketing terms are defined, strategic marketing principles are explained and tourism market is characterized. Second, the marketing strategy of the travel agency Zájezdy pro děti - CK Ivana Ježková is analysed. On the basis of analyses the improvement of marketing strategy is proposed.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:74085 |
| Date | January 2010 |
| Creators | Bydžovská, Kateřina |
| Contributors | Petrů, Zdenka, Herget, Jan |
| 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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