Event marketing jako nástroj marketingové komunikace a jeho využití v B2B praxi

This diploma thesis addresses one of the modern marketing communication tools -- event marketing whose importance is steeply growing in these days not only abroad but also in the Czech Republic. The objective of this work is to analyze certain problems associated with event marketing involvement in the marketing communication mix of a company occurring in the business-to-business sector. The first part of the work is devoted to the theoretical introduction to different issues around event marketing. However, its main content is created by a view of the situation of the particular company -- MECAS ESI s.r.o. In this part I put emphasis on three event types, using them to carry out a deeper analysis with the aim to reveal their essential problems and to propose certain recommendations to the future. Regarding the applied methods, I use especially structured interviews with particular members of the company, further I gain some information also from a questionnaire survey carried out among event attendees and finally I complete these results with my own knowledge and experience from the company's environment. In the end I come to the conclusion that most of the problems are caused by the insufficient level of cooperation between the sales and marketing department.