"Marketing m\u011Bst a obc\u00ED z\u00EDsk\u00E1v\u00E1 v praxi st\u00E1le rostouc\u00ED v\u00FDznam, co\u017E je zp\u016Fsobeno zejm\u00E9na zm\u011Bnou v uspo\u0159\u00E1d\u00E1n\u00ED a financov\u00E1n\u00ED tohoto sektoru. Obce a m\u011Bsta se mezi sebou st\u00E1vaj\u00ED konkurenty, kte\u0159\u00ED se sna\u017E\u00ED z\u00EDskat nov\u00E9 obyvatele, investory a n\u00E1v\u0161t\u011Bvy z \u0159ad turistick\u00E9 ve\u0159ejnosti za pomoci r\u016Fzn\u00FDch marketingov\u00FDch n\u00E1stroj\u016F. Marketingov\u00E1 komunikace jako velmi d\u016Fle\u017Eit\u00FD marketingov\u00FD n\u00E1stroj pln\u00ED v sou\u010Dasn\u00E9 dob\u011B dv\u011B z\u00E1kladn\u00ED \u00FAlohy. Prvn\u00EDm \u00FAkolem je zaji\u0161\u0165ovat rozvoj vztah\u016F s c\u00EDlov\u00FDmi skupinami ve\u0159ejnosti jako jsou ob\u010Dan\u00E9, turistick\u00E1 ve\u0159ejnost, podnikatelsk\u00E9 subjekty, neziskov\u00E9 organizace a zam\u011Bstnanci obce a st\u00E1tn\u00ED spr\u00E1vy. Druh\u00FDm \u00FAkolem je pomoc\u00ED tzv. demarketingu sn\u00ED\u017Eit nadm\u011Brn\u00E9 zat\u00ED\u017Een\u00ED obce \u010Di m\u011Bsta v oblastech, kde je to pro n\u011Bj nev\u00FDhodn\u00E9 \u010Di ne\u017E\u00E1douc\u00ED. Pr\u00E1v\u011B marketingov\u00E1 komunikace m\u00E1 mo\u017Enosti ovlivnit chov\u00E1n\u00ED a jedn\u00E1n\u00ED c\u00EDlov\u00FDch skupin ve\u0159ejnosti tak, aby byl zaji\u0161t\u011Bn zejm\u00E9na p\u0159irozen\u00FD, ekonomick\u00FD, ekologick\u00FD a soci\u00E1ln\u00ED rozvoj obce."@cs . "Marketing Communication and its role in regional marketing"@en . "\u00DAloha marketingov\u00E9 komunikace v marketingu m\u011Bst a obc\u00ED"@cs . "401264" . "Marketing town and community; demarketing; Marketing communication; advertising; public relations"@en . "RIV/70883521:28120/08:63507737" . . "1"^^ . . "Univerzita Tom\u00E1\u0161e Bati ve Zl\u00EDn\u011B" . "Nowadays marketing of town and community is very important, because structure and financing of this sector have been changing. Town and community have become competitive subjects. They need new inhabitants, investors, tourists. Marketing communication as a very important tool has two basic objectives. First of all, town and community need development relationship with inhabitants, tourists, firms, non-profit organizations and staff. Second objective is (with the help of demarketing) reduction extreme load of some area in town, where is inconvenient and undesirable. Marketing communications can be very influential on behavior and action of aim public and can provide natural economical, environmental and social development in town or community."@en . . . . "2008-04-10+02:00"^^ . . "978-80-7318-663-0" . . "1"^^ . "[51ED21360B65]" . . "Zl\u00EDn" . "Marketing m\u011Bst a obc\u00ED z\u00EDsk\u00E1v\u00E1 v praxi st\u00E1le rostouc\u00ED v\u00FDznam, co\u017E je zp\u016Fsobeno zejm\u00E9na zm\u011Bnou v uspo\u0159\u00E1d\u00E1n\u00ED a financov\u00E1n\u00ED tohoto sektoru. Obce a m\u011Bsta se mezi sebou st\u00E1vaj\u00ED konkurenty, kte\u0159\u00ED se sna\u017E\u00ED z\u00EDskat nov\u00E9 obyvatele, investory a n\u00E1v\u0161t\u011Bvy z \u0159ad turistick\u00E9 ve\u0159ejnosti za pomoci r\u016Fzn\u00FDch marketingov\u00FDch n\u00E1stroj\u016F. Marketingov\u00E1 komunikace jako velmi d\u016Fle\u017Eit\u00FD marketingov\u00FD n\u00E1stroj pln\u00ED v sou\u010Dasn\u00E9 dob\u011B dv\u011B z\u00E1kladn\u00ED \u00FAlohy. Prvn\u00EDm \u00FAkolem je zaji\u0161\u0165ovat rozvoj vztah\u016F s c\u00EDlov\u00FDmi skupinami ve\u0159ejnosti jako jsou ob\u010Dan\u00E9, turistick\u00E1 ve\u0159ejnost, podnikatelsk\u00E9 subjekty, neziskov\u00E9 organizace a zam\u011Bstnanci obce a st\u00E1tn\u00ED spr\u00E1vy. Druh\u00FDm \u00FAkolem je pomoc\u00ED tzv. demarketingu sn\u00ED\u017Eit nadm\u011Brn\u00E9 zat\u00ED\u017Een\u00ED obce \u010Di m\u011Bsta v oblastech, kde je to pro n\u011Bj nev\u00FDhodn\u00E9 \u010Di ne\u017E\u00E1douc\u00ED. Pr\u00E1v\u011B marketingov\u00E1 komunikace m\u00E1 mo\u017Enosti ovlivnit chov\u00E1n\u00ED a jedn\u00E1n\u00ED c\u00EDlov\u00FDch skupin ve\u0159ejnosti tak, aby byl zaji\u0161t\u011Bn zejm\u00E9na p\u0159irozen\u00FD, ekonomick\u00FD, ekologick\u00FD a soci\u00E1ln\u00ED rozvoj obce." . "Zl\u00EDn" . "\u00DAloha marketingov\u00E9 komunikace v marketingu m\u011Bst a obc\u00ED" . "1"^^ . . . "28120" . . . "Sta\u0148kov\u00E1, Pavla" . . "Mezin\u00E1rodn\u00ED Ba\u0165ova konference pro doktorandy a mlad\u00E9 v\u011Bdeck\u00E9 pracovn\u00EDky" . "\u00DAloha marketingov\u00E9 komunikace v marketingu m\u011Bst a obc\u00ED"@cs . "Marketing Communication and its role in regional marketing"@en . "\u00DAloha marketingov\u00E9 komunikace v marketingu m\u011Bst a obc\u00ED" . . . "V" . . "RIV/70883521:28120/08:63507737!RIV09-MSM-28120___" . .