Zhodnocení využití marketingu v řízení obce Modrava

The thesis focuses on the use of marketing in the governance of the municipality of Modrava, serving as an example of a small mountain village with high tourism potential. This study evaluates the possibilities for applying marketing within municipal management, the specific features of marketing at the level of local self-government — with particular attention to municipalities — and places special emphasis on the effectiveness of marketing efforts in the governance of Modrava aimed at enhancing the municipality’s sustainable socioeconomic development. The research confirms that marketing plays a key role in building the municipality’s image, strengthening relationships with residents and visitors, as well as with entrepreneurs and potential investors. A key added value of the thesis is the proposal of a comprehensive marketing strategy that aligns the interests of local residents, tourists, businesses, and investors, respects the unique characteristics of the locality, and effectively employs modern marketing tools.