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Využití marketingových principů v oblasti agrobyznysu: výstřel do tmy, nebo cesta zpět k přidané hodnotě v zemědělské prvovýrobě
 Glosová, Hana
This Bachelor thesis deals with the interconnection of agriculture and marketing. The basic question is whether the interconnection of these two areas can give new opportunities for the entrepreneur to create value-added products. In the theoretical part are defined the basic concepts related to this issue. The practical part consists of research, which is focused on entrepreneurial subjects. First, in-terviews are conducted with small family farms. Furthermore, with companies producing traditional largescale production. The conclusion is a comparison of these two different groups and a comparison of their marketing strategy. This is followed by a questionnaire survey focused on purchasing needs of buyers and their view on the current state of Czech agriculture.
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