Presented diploma thesis deals with the issue of territorial marketing in the Czech Republic, focusing primarily on the city marketing. The main aim of this work is to determine the current position of city marketing in the cities in Moravian-Silesian Region and compare tools that cities use. The research, which is part of this work, took place in 2014 and 2015. A semi- structured interview aimed to find out whether they are nowadays responsible workers from among city leaders familiar with the theory of city marketing and how they work with each of its types. Major emphasis in this research was put on marketing of investment opportunities, promoting tourism, but also the feelings of competition and threat among the surrounding towns. It was proved that the city in the Moravian-Silesian region with the concept of city marketing usually work, even though it is often called by other names. Currently cities seek marketing activities to attract new investors and promote tourism with an emphasis on events marketing. Keywords: territorial marketing - regional marketing - city marketing - towns - qualitative research
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:344478 |
| Date | January 2015 |
| Creators | Toporská, Pavlína |
| Contributors | Blažek, Jiří, Slach, Ondřej |
| 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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