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RESIDENTIAL DEVELOPMENT ON THE CZECH MARKET AND ITS MARKETING COMMUNICATION
Hašková, Kateřina ; Drozen, František (advisor) ; Svatoň, Ondřej (referee)
Bachelor thesis summarizes the basic theoretical knowledge of marketing, defines marketing mix and its tools. More attention is paid to those, which are the most current for communication of residential marketing, namely communication mix tools. Then the paper deals with the concept of civil engineering and selects the development and subsequent residential development. Briefly describes its evolution, current situation in the Czech Republic and provides basic features of development marketing. Following section is specifically devoted to most used tools of marketing communication in residential property development, advertising, public relations, sponsorship and interactive marketing. Then the paper examines the problems of overproduction and excessive possibilities of choice in existing markets and increasing difficulty of finding the path to a customer. Purely practical concluding part gives examples of marketing communication of major residential developers on the Czech market. Finally, follows an assessment of studied facts and an estimate of future trends.
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