Role airliner Magazine Review in Communications Czech Airlines

The thesis "Role of airliner magazine Review in the communication of Czech Airlines" aims to examine the position of corporate magazine as applied on the whole spectrum of marketing communication tools of the company. The theoretical part is divided into two main sections. The first characterizes the marketing mix in general, while paying detailed attention to the communication mix tools. The second section defines the magazine from a legal and historical perspective, describes functional properties of corporate magazines, their publication methods, as well as magazine assesment practices in the Czech Republic. The thesis further aims to explore the research, which was done in order to find out whether the airliner board magazine Review possesses the ability to carry out its desired function across all communication tools mix, that is, whether its publication can be considered an investment, rather than a mere expense item. Following the processing of the research feedback and the established findings from this research, a new content concept change has been introduced as of January 2013. The reasearch results have been accordingly put into practice, thus fulfilling the intented effect of the research.