|
|
Marketing and business ethics in branches protected by copyright
Černý, Michal ; Johnova, Radka (advisor) ; Bláha, Václav (referee)
The thesis is focused on an analysis of marketing tools and business policies, applied on the field of commercial publishing. First part is dedicated to an analysis of the copyright law that affects the activity of this sort of companies. It includes an explanation of the most important parts of the copyright law that is valid in the Czech Republic. There is a display of important international standards, considering the issues of intellectual property. The second chapter relates to the theory of marketing and ethical issues of commercial and business activities. It includes a definition of basic terms, marketing tools, and a step-by-step clarification related to developing a marketing strategy. The end of this chapter summarizes the options of using marketing tools in publishing. Eventually, the thesis deals with pieces of knowledge, gained during its writing. Two different ways of creating a marketing strategy for the Knižní klub publishing company are considered in the end of the thesis. Both ways are described in detail, and compared to each other.
|
|
|
Analysis of a cultural organisation attendance and marketing methods for its enhancement on example of branch library Praha-Ďáblice
Kebza, Vladimír ; Johnova, Radka (advisor) ; Šušáková, Zdeňka (referee)
The thesis deals with marketing in the field of cultural organizations, more specifically, of public libraries. The thesis's theoretical part first defines the basic concepts which are related to the mentioned topic. The objective of the thesis is to suggest precise steps which would lead to enhance the usage or the attendance of the branch library Městská knihovna Praha - Ďáblice. This is achieved in the practical part of the thesis, namely by an exploration of the library's marketing tools including its environment, then by an analysis of an unpublished document that was worked out by the library, dealing with some specific information related to all branches' usage, and after all, by evaluating an orientational research that was realized by an virtual questionnaire. Keywords Library, attendance, usage, marketing, Ďáblice
|
|
| |
|
|
Public opinion and market research in the Czech Republic as kind of communication feedback
Svobodová, Eliška ; Slámová, Hana (advisor) ; Johnova, Radka (referee)
Bachelor's work deals with market research and public opinion in Czech Republic concentrating on mass media. It presents the research as a suitable feedback for application in mass communications and mass media. The first part of the work defines some basic terms concerning mass communications and media, the following part deals with a short history of investigations in Czech Republic and in the former Czechoslovakia. Next part explains the certain methodolologies and methods which are used in the research. Another part of the work presents the list of the main agencies acting in the sphere of market research and public opinion in Czech Republic. In conclusion of the work it is shown the ethics of investigations and intervention of state, law and norms into research. [Autor's abstract].
|
|
| |
|
| |
|
| |
|
|
Possibility of usage social networks to increase the competitiveness of the company
Brilová, Lenka ; Molnár, Zdeněk (advisor) ; Johnová, Radka (referee)
This master thesis deals with the field of possibilities of using social networks to increase competitiveness. In first part there are theoretically explained terms such as social network, social media and then there is described possibility to use social networks in business. The thesis includes theoretical treatment procedure entry of the company on social networks and describes appropriate monitoring and analyzing tools. The practical part is focused on dance club Beton, there are made the critical analysis of current attitudes of the club forward to social network, competitive analysis and comparison between Beton's and competitor's social network activities. The last part is devoted to selection appropriate monitoring tool and designed a social media monitoring system.
|
|
|
The Artist as Branded Goods
Forejtová, Veronika ; Postler, Milan (advisor) ; Johnová, Radka (referee)
The theoretical part is explaining the concept of brand, defines the differences between the brands and "brand", as well as the differences between the brands and the products. Also points to the importance of brands in marketing, types of brands and their elements. The greatest attention is paid to branding, priority of today's marketing. It focuses on the description of the main steps of the strategic brand management. Followed by a theoretical insight into the topic of art, marketing specifications in showbusiness, and outline of the contemporary art market, including the legal binding. Following the theory and the facts established in it, the practical part is set on monitoring a particular artist in the terms of application of principles of brand building. Thesis does not aim to provide an exhausting list of information from different areas, but rather to point out the possibilities of linking brand strategies and the arts. The goal is to assess whether the success in the field of art is linked with the quality of brand management strategy.
|
|
|
Brand Strategy in the Art and Cultural Heritage markets
Hanušová, Petra ; Černá, Jitka (advisor) ; Johnová, Radka (referee)
The master's thesis is focused on aspects of brand building in the art and cultural heritage markets. It analyzes the understanding of cultural products, a brand and a process of building a brand in relation to institutions managing a cultural property. The thesis examines the phenomena and circumstances related to basic artistic products brand creation and their relation to cultural institutions' branding processes. Based on practical examples, it provides a comprehensible methodology of brand evaluation, brand identity, brand image and potential strengths and weaknesses of the brand. Specific situations and strategies based on proposed methodology are presented using examples from significant institutions. The thesis introduces a systematic approach to brand building in culture and provides recommendations for cultural institutions management.
|
guest ::
