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The Czech project The Cover of the book: a description of the project and its perspectives
Štěrbová, Kateřina ; Římanová, Radka (advisor) ; Drobíková, Barbora (referee)
The bachelor's thesis Book covers: the project description and its perspectives deals with the description of the project from its beginning up to the present. We especially emphasize the Research Library of South Bohemia, which is together with the Moravian Library, the administrator of the whole project. The main goal of this thesis is to describe in detail the whole project Book covers and closely capture its development. The introductory theoretical part sums up the project history as well as the description of the integration of the Research Library of South Bohemia into the project. Other chapters deal with current development of Book covers and we briefly mention the very scanning and subsequent processing of covers, title pages and contents illustrated by the example of the Research Library of South Bohemia. The bachelor' s thesis also contains a practical part which introduces the methodology and setup of the research. The analysis was realized by the qualitative methodology, using semi structured dialogues. The summery contains compilation and evaluation of the gathered facts
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Analysis of the different marketing strategies of Pepsi Cola in the markets of India and the U.S.A.
Štěrbová, Kateřina ; Cook, Gina (advisor) ; Halík, Jaroslav (referee)
The goal of the thesis is to compare marketing strategy of the company PepsiCo in home market and in a foreign market. The home market, the USA, represents the developed market. For a contrast, the emerging market of developing country, India, has been chosen. The marketing strategies are compared on the theoretical basis. Theory of marketing strategy is used for identification of the most important marketing aspects that influence internationalization of a company. Identified marketing aspects are examined at the US and India market. In conclusion, the comparison proves that marketing strategy of PepsiCo is adapted to the specifics of a market according to the approach think global, act local.
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