Název:	Strategické marketingové plánování chrámu chmele a piva
Autoři:	Kochová, Eliška Hommerová, Dita
Citace zdrojového dokumentu:	Trendy v podnikání = Business trends : vědecký časopis Fakulty ekonomické ZČU v Plzni. 2023, roč. 13, č. 1, s. 46-60.
Datum vydání:	2023
Nakladatel:	Západočeská univerzita v Plzni
Typ dokumentu:	článek article
URI:	http://hdl.handle.net/11025/54488
ISSN:	2788-0079
Klíčová slova:	marketing;strategický plán;chrám chmele a piva;turismus;UNESCO
Klíčová slova v dalším jazyce:	marketing;strategic plan;hop and beer temple;tourism;UNESCO
Abstrakt v dalším jazyce:	The article draws attention to the importance of marketing communication of non-profit organizations and is an example from practice of the strategic concept of marketing mix tools. It deals with the creation of a strategic marketing plan for the non-profit organization Hop and Beer Temple in Žatec, which provides services in the field of tourism. Several research methods were used to prepare the strategic marketing plan, observation, interviews and desk research were carried out. The output of the plan is the determination of the vision and mission for the organization Hop and Beer Temple, as well as the definition of strategic and partial goals, organizational strategy and action plans for the year 2022. At the end, an evaluation of the success of these steps is carried out. The presented article serves as a case study of the strategic concept of marketing mix tools for non-profit organizations. At the level of strategic marketing planning, it is necessary to take into account all aspects of the external and internal environment that affect not only marketing communication, but also other economic or personnel processes in the organization. Non- profit organizations also need to use adequate marketing tools and management principles to stay on the market, despite the fact that their goal is not primarily profit. The non-profit organization was appropriately chosen, as it is an example of an organization that also realizes secondary economic activity (supplementary activity).
Práva:	© Západočeská univerzita v Plzni
Vyskytuje se v kolekcích:	Číslo 1 (2023) Číslo 1 (2023)

Všechny záznamy v DSpace jsou chráněny autorskými právy, všechna práva vyhrazena.