Strategické marketingové plánování Chrámu chmele a piva

A strategic marketing plan for the non-profit Hop and Beer Temple in Žatec, Czech Republicdemonstrates how non-profit organizations can effectively leverage marketing tools to enhance tourism services without prioritizing profit. The study, a case analysis using observation, interviews, and desk research, established a vision, mission, strategic goals, and action plans for 2022, evaluating their success. It highlights the necessity of integrating external and internal environmental factors into strategic planning, even for non-profits engaged in secondary economic activities like supplementary tourism services.

Kochová, E., Hommerová, D.,. (2023). Strategické marketingové plánování Chrámu chmele a piva. Trendy V Podnikání, 1, 46–60. https://doi.org/10.24132/jbt.2023.13.1.46_60