Image města Mělník

The main goal of this diploma thesis was to analyse the image of the city of Mělník and assess how the marketing management of the city of Mělník contributes to the image of the city. It can be stated that the marketing management of the city of Mělník is highly involved in building the image of the city of Mělník. The secondary goal was to suggest possible measures that would lead to improving the image of the city of Mělník. Within the methodology, a bibliographic and factual survey was conducted in the theoretical part of the thesis. In both parts of the thesis, theoretical and practical, the method of description was used. In the practical part of the thesis, primary and secondary analysis, synthesis, deduction and comparison were also used. The diploma thesis proposes several recommendations that could be considered as starting points for solving the undesirable situation in the identified problem areas. Their solution should contribute to building an even better image of the city of Mělník.