Browsing by Author "Drapák, Ladislav"
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- ItemAnalýza marketingové komunikace podniku(Technická Univerzita v Liberci, 2010) Drapák, Ladislav; Strnad, PavelThe author of this thesis concentrated on the topic of marketing communication. The aim of this thesis is to analyse a present level of marketing communication at Skoda Auto Company, s.c. and to evaluate individual marketing communication tools, to find possible weak points and suggest the improvement of company marketing communication. The introduction contains theoretical basis, definition of the terms ?marketing? and ?marketing communication? including specification of their functions. Next the thesis defines communication partners of the company and specifies links between marketing and communication mix, and characterizes individual communication tools. The separate part deals with marketing research and the process of deternination of aim groups by way of segmentation, targeting and positioning. In the second part Skoda Auto company, s.c. is characterized including its economic results, suppliers and competitors. Further chapters deal with analysis and evaluation of both internal and external marketing communication tools. Special attention is paid to internet marketing. Individual conclusions and concrete measures for improvement including their economic evaluation can be one of the impulses for making marketing communication of Skoda Auto Company more effective.
- ItemAnalýza marketingové komunikace podnikuDrapák, Ladislav