Add to ORKGThe thesis analyses current communication strategy of the retail company Ahold Czech Republic, a.s. The thesis studies whether the elements of communication mix are used effectively in the relation of company and customers and whether communication of the company for Czech consumers is appropriate and sufficient or not. The theoretical part of the thesis is primarily focused on marketing mix, marketing communication and its modern trends. The practical part of this thesis presents the company Ahold and its development on the Czech market. Furthermore, the practical part defines the main competitors on the Czech retail market. The final part of this paper analyses the results of my own survey, from which subsequently derive recommendations o...