Public Sector Marketing Communications - Comparing the Czech Republic vs the Principality of Liechtenstein

This thesis deals with the current situation in the use of marketing communications activities in the realm of the public sector. After placing the issue of the work, followed by an explanation of the significance of marketing communication use in the state sector, the share of public sector to create the image of law, the importance of linking public sector - citizen in relation to the perception of non-commercial sector. The text outlines the methodology for the use of marketing communication strategies in public administration, and there are examples of communication techniques which public institutions in the Czech Republic use. The next chapter deals with similar situations in the Principality of Liechtenstein including a comparison with the Czech Republic. The practical part deals with the marketing research among Czech citizens and institutions of governance in the country related to the thesis topic