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Change of a corporate strategy
 Petersová, Nikola ; Bezrouk, Jiří (referee) ; Chalupský, Vladimír (advisor)
The goal of the submitted thesis: „Change of a corporate strategy“ is the analysis presen marketing mix of the corparate and propsal of the new mix. The thesis is separated on theoretical and practical part. Theoretical part concerns on single concepts of analysis of the definition and history progres of marketing, strategy and the marketing mix. Practical part continues on theoretical part. Firs is specialized on description of the corporate, its internal and external environment and analysis of single conponents of marketing mix. After evaluation I am drawing the change of the corporate strategy with the view to the marketing mix. At last are evaluated the costs of this change.
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