Komunikační mix pro podnik služeb
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Tato bakalářská práce se zabývá komunikačním mixem společnosti DEPRAG CZ a.s. Cílem této práce je určit a následně zhodnotit komunikační mix společnosti a dále nastínit návrh pro jeho zlepšení. Teoretická část obsahuje stručné seznámení s marketingem, jeho komunikací, marketingovým výzkumem a dále je zaměřen na jednotlivé nástroje komunikačního mixu a na rozdíly v komunikaci na trhu B2B a trhu služeb. V praktické části je práce zaměřena na podnik DEPRAG CZ a na jeho komunikaci s cílovými skupinami, na komunikační mix podniku a mimo jiné práce obsahuje návrh na zlepšení efektivity komunikačního mixu firmy. Součástí je i marketingový výzkum, který zkoumá spokojenost zákazníků s komunikací a některými nástroji komunikačního mixu společnosti.
The thesis deals with the communication mix of the DEPRAG CZ a.s. company. The aim of my work is to identify and assess the communication mix of the company and further outline a suggestion for its improvement. The theoretical part contains a brief introduction to marketing, marketing communications and research. It is further focused on particular tools of the communication mix and certain differences in communication in the B2B market as well as the services market. The practical part of the work is focused on the DEPRAG CZ company, its communication with target groups and the communication mix of the company. In addition, the work includes a proposal how to improve the efficiency of the communication mix of the company. It also covers a marketing research, which examines customer satisfaction regarding communication and some instruments of the company communication mix.
The thesis deals with the communication mix of the DEPRAG CZ a.s. company. The aim of my work is to identify and assess the communication mix of the company and further outline a suggestion for its improvement. The theoretical part contains a brief introduction to marketing, marketing communications and research. It is further focused on particular tools of the communication mix and certain differences in communication in the B2B market as well as the services market. The practical part of the work is focused on the DEPRAG CZ company, its communication with target groups and the communication mix of the company. In addition, the work includes a proposal how to improve the efficiency of the communication mix of the company. It also covers a marketing research, which examines customer satisfaction regarding communication and some instruments of the company communication mix.
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Komunikační mix, marketingová komunikace, marketingový výzkum, Communication mix, marketing communication, marketing research