This chapter analyses and judges the up-to-date condition of provided products and services for the purpose of innovating existing product according to current trends, potential of given locality and customers preferences which influence attractivity, increase of turnout and amount of profits. The analytic part of the chapter is focused on defining tourism, product of tourism, historical monument objects and services marketing. In the practical part of the chapter there was formulated the analysis of provided basic, special and supplementary services and marketing of services in chosen destination in the Czech Republic through questionnaire survey. Using observing and controlled interviews with employees of the company the satisfaction of staff was monitored and the concept of proposals and recommendations for new service was made. The empirical generalization of knowledge which is described in the final part of the chapter helped to improve current state of provided services and products with the accent of creating innovative proposal of new service in the area of marketing communication and selling support of offered products and services.

This chapter analyses and evaluates the current situation during business dealing with customers in order to improve it. Modern approaches and negotiating tactics are used. The analytical part of the chapter defines concepts such as business negotiation, communication process, business negotiator, customer and negotiating tactics. The application part of the chapter interprets results of research on behavior of customers and sale representative. To collect and analyze primary and secondary data, the questionnaire survey, controlled interviews and observing were used including own experience of the author of the chapter in communication with key customer during business negotiation. Proposals, recommendations and measures to improve the current situation were submitted. This was made in order to strengthen the current situation with customers/clients and to support creation of new business partnership which is based on trust, loyalty, satisfaction and interest of newly asked customers/clients who participate in the increase in demand on product/service.