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The role of marketing in the company
 BŘEZINOVÁ, Marcela
The main goal of the bachelor thesis is the explaining of the marketing role in the contributory company Jihočeské divadlo of the city České Budějovice, regarding the management and decision making. The theoretical part is dedicated to the marketing knowledge. The practical part aims to evaluate the results of the research consider to the marketing activities in the firm by means of a structured interview. This analytical technique of data collection lies in the obtaining of the primary information from the respondents, based on exactly the established procedures with questions, where in most cases the respondents have not got any answers to choose. The interview was conducted with the head of the Bussines Department of the South Bohemian Theatre Věra Ernst. The resulting answers were the basis for the processing and evaluation of the twelve questions which were necessary incorporated into chapters for this work. In the connection of the research itself, the main intention was the obtaining of the information focused on the Marketing Information System of the investigated company which can present opportunity in the form of a competitive advantage. The provident companies target their offers at customers needs the using of timely, exact and reliable information from the system. It ensures a profit as well as the customer satisfaction. In the conclusion the findings including the hypotheses were analysed and evaluated and the recommendations, leading to optimization of the future firm activities were made.
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