This thesis analyzes current situation of the Czech spa industry and significant changes in this field in relation to the planned health care reforms. The number of patients, whose treatment is fully funded by health insurance, will decline. These payments are important income for Czech spas. Practical part of the thesis is focused on spa marketing and suggests marketing strategy for the company Lázně Poděbrady adapted to the new economic environment.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:81628 |
| Date | January 2011 |
| Creators | Přibylová, Adéla |
| Contributors | Herget, Jan, Valenta, Petr |
| 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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