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Marketing communication strategy proposal of the non-profit organisation
 Zelenská, Lucia
The purpose of the bachelor thesis is to compile a communication strategy for the civic association Zelená pro kraší svět. The first part of the thesis defines theoretical know-ledge concerning marketing and marketing communication. Besides that, the position of non-profit organizations in the market, their characteristics and functions are defined. The second part of the thesis is based on the analysis of primary and secondary data, where the primary data were collected by own marketing research in the form of a que-stionnaire survey. This part of the thesis is devoted to the presentation of the selected organisation, its services and current activities with a detailed analysis of its external and internal environment on the basis of which the marketing strategy is compiled. This is further supported and complemented by the results of own marketing research. Based on the results, a new marketing mix of the organization and a new communication stra-tegy in the form of a communication campaign is proposed.
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