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National Repository of Grey Literature

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Business strategies of travel agencies in terms of exploiation of individual promotional types Trubač, Tomáš ; Navrátilová, Miroslava (advisor) ; Šíma, Jan (referee) Název práce: Title: Obchodní strategie cestovních kanceláří z hlediska využívání jednotlivých druhů propagace Business strategies oftravel agencies in terms ofexploitation of individua! promotional types Metoda: V této práci bylo použito metody dotazníkového šetření - jak písemné, tak ústní formy - za účelem získání informací o využití a hodnocení účinnosti jednotlivých druhů propagace českými cestovními kancelářemi. Výsledky: Výsledky provedeného šetření podávají přehled o propagaci v cestovním ruchu z hlediska jejího využívání a možností zaměření se na vysoce účinné formy. Klíčová slova: cestovní ruch, marketing cestovního ruchu, marketingová komunikace, propagační formy, dotazníkové šetření, měření účinnosti propagace. 2 Detailed record

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