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Use of Marketing Mix in Book Publishing House
Pažúrová, Michaela ; Hanzlík, Jan (advisor) ; Zelený, Martin (referee)
The thesis focuses on the marketing of the medium-sized publishing house Kniha Zlin. The aim is to analyse communication mix, to assess these tools and to propose recommendations that would help to improve the communication with customers. In the first part the thesis focuses on the definition of the marketing concepts and marketing mix as well as it focuses on the specification of the Czech book market. The practical part is focused on publishing house Kniha Zlin and includes company descriptions and analysis of its communication tools, followed by the evaluation of the communication mix and its recommendations for streamlining.
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Marketing communication of Czech Philharmonic
Zelený, Martin ; Drozen, František (advisor) ; Rysová, Andrea (referee)
The thesis is by full extension aimed at the marketing communication of the Czech Phil-harmonic, the leading Czech orchestra. The goal is to analyse and to evaluate the marketing communication development in the orchestra, especially from the beginning of the 21st century to nowadays. The first part of the thesis introduces the marketing communication as a component of the marketing mix. Following, there is a depiction of the Czech phil-harmonic from the historic point of view and the orchestra's social activities and attitudes. I evaluate the used marketing communication in relation to historical context. The main part narrates the latest development issues of this institution. The marketing communication is analysed and it is compared to the communication used by leading European orchestras. The consequences upon this part are verified by the last part - the questionnaire survey. The transcription of this questionnaire used in the survey and the examples of the Orchestra's propagation materials are in the appendix, including the extract of corporate identity by variable implementation.
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Revitalization of the former Bata's factory in Zlin
Horníčková, Nela ; Lindner, Milan (advisor) ; Zelený, Martin (referee)
Bachelor's work is focusing on problematics of monument care, redevelopment and conservation of industrial culture heritage. Theoretical part is closely connected to the problematics this work is dealing with. Practical part is focusing on re-use of factories nowadays, on change which is visible from since the area was founded, by the time we are looking for the new options and opportunities for its use and purpose. Also the attempt is to look more closely if today's function of the area is on behalf of inhabitants needs and whats more if there is still a bit of Bata's legacy and atmosphere which the city surely deserves.
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Level of income inequality by social status of people in society
Brázdilová, Michaela ; Mazouch, Petr (advisor) ; Zelený, Martin (referee)
This master thesis aims to find out the socio-economic factors, which most affect the level of income inequality in society. The aim is to quantify the contribution of each social groups to the overall income defferentiation by decomposition of some income inequality indicators. The thesis is focused on a group of people based on their social status in society and their level of education, and so it is determined in relation the social background and income level. Income distribution strongly affects the value of risk-of poverty, and therefore this thesis put emphasis on the relationship between income inequality and poverty rate of each group. Development of various indicators measuring income inequality provides a comprehensive overview of the situation of income differentiation in the Czech Republic and also indicates the trend for income distribution in the last period.
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Business plan of an internet company
Zelený, Martin ; Kubálková, Markéta (advisor) ; Kubálek, Tomáš (referee)
This diploma thesis deals with a business plan of an internet company. In the first part its main focus lies in theoretical concepts of business start with an emphasis on online marketing. All theoretical aspects from entrepreneurial characteristics through legal forms of business to formalities of a proper business plan are covered. Specific business plan is then being elaborated upon in the practical part. The company would introduce a new kind of video commercial channel via its server where visitors can win prizes which they first select. By watching the commercial, visitors will be included in a raffle. This business idea seems attractive to both the visitors as well as media buyers.
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Possibilities of estimating the efficiency of financial system and granting social services
Jeřábková, Věra ; Fischer, Jakub (advisor) ; Krebs, Vojtěch (referee) ; Zelený, Martin (referee)
A significant problem of functioning the public sector is to ensure the efficiency of public expenditures. Efficiency model's creating is a dynamic process that requires regular evaluation of the socioeconomic conditions. The efficiency of financial system and granting social services is still not measured in the Czech Republic. The area of social services is affected by number of criteria and factors. So it is necessary to apply different views on evaluating the efficiency of social care, social prevention and social counseling. The efficiency of social services can not be estimated as a whole, but we should focus on different groups of social services and individual services within the group. In this thesis the efficiency is measured in the two selected residental social care services -- homes for the elderly and homes for people with disabilities. The applied methods was used only to a limited extent because of lacks of many important variables in the area of official statics. In the case of multiple criteria methods the calculation was also impeded by the availability of suitable software.
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Market analysis of the CRM systems
Zelený, Martin ; Fortinová, Jana (advisor) ; Drozen, František (referee)
This thesis is concerned with customer relationship management, commonly known under the abbreviation CRM, and the related market. The main aim is to analyse the CRM market in the Czech Republic, assessing both historical development and current situation. The thesis defines the term "customer relationship management", elaborates on its history, development, functionality and also on trends in the fields that either influence or have the potential to influence market development. The current and future situation of both world and domestic CRM systems markets are evaluated based on consultations with experts and on various data available. Criteria of the companies that are implementing CRM systems are among the factors that influence the market. The thesis presents these criteria, as well as the results of a research on selection criteria preference. The last part focuses on the preparation, execution and evaluation of the Czech market research. The hypotheses, which were identified on the basis of the research and past questionnaire surveys, are subsequently proved or disproved. The appendix contains a glossary of terms and abbreviations, and a copy of the research questionnaire is enclosed with the thesis.
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The evolution of rent regulation in the Czech Republic
Zelený, Martin ; Toth, Petr (advisor) ; Čadil, Jan (referee)
The thesis is focused on the evolution of rent regulation in the Czech Republic and the impact of this regulation on the situation in the country, above all market destortion. It enlightens the role of state in the area of housing, housing politics and its tools. It clears up the actual legislative framework, the regulation theory, especially the use of price ceiling, that was implemented in our country. It shows the evolution of rent regulation in the Czech Republic from the rise of housing politics till the present. In the end, it evaluates this evolution and points out the impacts, that this regulation has caused.
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Marketing a rozšířená realita
Zelený, Martin ; Stříteský, Václav (advisor) ; Koudelka, Jan (referee)
The main goal of this diploma thesis is to identify the usage of augmented reality in contemporary marketing practice and the expectations of marketers for the future use. This will be achieved by conducting a quantitative and qualitative research among existing creative and advertising companies. Secondary goal is introducing the concept of augmented reality from the theoretical point of view and also description of potential utilization based on known examples. The tools for the practical part are an online questionnaire and personal interviews.
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Konference COST Akce P19: Mnohoúrovňové modelování materiálů v polovině trvání (Sborník abstraktů)
Šob, Mojmír ; Zelený, Martin
Prof. Mojmír Šob was entrusted with organization of the Mid-Term Conference of the COST Action P19: Multiscale Modelling of Materials in Brno, June 25-28, 2008. The conference took place at the Institute of Physics of Materials of the Academy of Sciences of the Czech Republic in Brno and was attended by 62 participants from 19 countries (non-European countries were represented by India, USA and New Zealand), who presented 56 oral contributions (including 2 key-note lectures and 14 invited talks) and 7 posters. The conference surveyed the present state of this research field and promoted establishing new personal contacts and scientific collaborations.
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