INPROFORUM 2009

Marketing communication of a certain region
Iveta Pavezová, Jan Šalamoun

Language: cs
Last modified: 2013-09-30

Abstract


The paper analyzes marketing communications in the region Šumava. This region is represented mainly by small and medium businesses, which specifics are described in this work. These companies can use communication tools that are specific to the regional marketing communication. The paper describes a case study of regional brand Šumava – the original product.


Keywords


Šumava Region, small and medium business, specifics of marketing communication, marketing communication in the region, regional brand Šumava - the original product

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