The objective of the Master's Thesis is an analysis of marketing and communication strategy of the company Alza.cz. The thesis is divided into two parts -- the theoretical and the practical one. In the theoretical part, there are basic terms, such as marketing, marketing mix, marketing and communication strategy and marketing research, explained. The practical part contains a detailed description of the company Alza.cz, its marketing and communication strategy as well as its competitors. The piv... zobrazit celý abstraktThe objective of the Master's Thesis is an analysis of marketing and communication strategy of the company Alza.cz. The thesis is divided into two parts -- the theoretical and the practical one. In the theoretical part, there are basic terms, such as marketing, marketing mix, marketing and communication strategy and marketing research, explained. The practical part contains a detailed description of the company Alza.cz, its marketing and communication strategy as well as its competitors. The pivotal part covers a questionnaire survey. Based on the results the author provides recommendations for improvement of the current marketing and communication strategy of Alza.cz |