Na nebi a na zemi s ČSA - vývoj marketingových a komunikačních aktivit společnosti České aerolinie
In the Sky and on the Ground with CSA - the organization's development of marketing and communication activities
bachelor thesis (DEFENDED)
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http://hdl.handle.net/20.500.11956/11499Identifiers
Study Information System: 15124
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- Kvalifikační práce [17642]
Author
Advisor
Referee
Köppl, Daniel
Faculty / Institute
Faculty of Social Sciences
Discipline
Marketing Communications and Public Relations
Department
Department of Marketing Communication and Public Relations
Date of defense
20. 6. 2007
Publisher
Univerzita Karlova, Fakulta sociálních vědLanguage
Czech
Grade
Excellent
The thesis concentrates on the development of communication and marketing activities of traditional Czech brands. This concept is demonstrated on Czech airli nes, a typical representative of these brands. CSA were established in 1923 and since then have gone through a long development. More than an 80 year long tradition of nagairline carr ier of the Czech Republic meant a way through a better era, when CSA reached the hypothetical top of air transport. Other years meant suppressing the company's activities and a decline in any other operations. The development and all the activities were influenced by internal conditions as well as events of all-society meaning. The most signifi cant contributing factor in this area was and still is the economic and political situation within and outside the country. All these influences were projected in the company and in its marketing activities. The thesis allows a close look at general marketing topics which are then analysed using specifi e examples. Particular attention is paid to the current and much discussed question of marketing communication. The first two chapters deal with the topics of company brands, brand value, brand appreciation and brand building. The third chapter deals with the role of marketing in the company's strategy and with the creation of a...