Analýza marketingové komunikace přední advokátní kanceláře

The bachelor thesis deals with the analysis of marketing communication of the law firm HAVEL & PARTNERS. Its aim is to map the marketing communication of the law firm, its evaluation and a suggestion for its improvement. The thesis describes specific tools the company uses for outward communication and also how it helps to achieve the company's goals. The bachelor thesis is divided into theoretical and practical part. The theoretical part is focused on the interpretation of basic marketing terms, specifies the marketing of services, introduces marketing mix and communication mix. At the same time, it describes the restrictions on promotion at law firms, and it also characterizes the role of marketing in achieving the company's goals. The practical part deals with the company itself; introduces the development of the company, describes the specific communication tools which are used and maps out the development of marketing costs. This section also includes suggestions for possible improvements to future marketing communications that also reflect threats identified by the SWOT analysis. The thesis proves that the company uses diverse communication tools and its marketing, due to the conservative nature of the law environment, can be considered to be extent and innovative. However, marketing communication still has a room for improvement especially regarding online communication.