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National Repository of Grey Literature 2 records found  Search took 0.01 seconds. 
Blog as a tool of company´s communication mix
 Pospíšilová, Pavlína ; Pešek, Ondřej (advisor) ; Brázdil, Stanislav (referee)
This bachelor thesis deals with blog as one of the tools of company´s comunication mix. Special attention is paid to influencer marketing which bloggers are part of as essential opinion leaders. Significant part of the thesis is dedicated to the collaboration between companies and bloggers, mainly content marketing as the most common form of these collaborations. The main goal of this bachelor thesis is to evaluate the use of these collaborations as a part of company´s communication mix. The teoretical part contains many important observations which are referenced at the practical part. The sources of the theoretical part are specialized books and electronic sources. The practical part is made of qualitative interviews with bloggers and quantitative questionnaires completed by blog readers.
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Marketing costs in a period of economic crisis and after it
 Dostálková, Dominika ; Pešek, Ondřej (advisor) ; Brázdil, Stanislav (referee)
This bachelor´s thesis analyses changes in marketing costs depending on the stages of the business cycle. Especially a strategy of firms, which have to face an economic crisis in the years 2008-2013. Thesis sets a target how changed the investments of Czech companies to marketing in the period of crisis. Theoretical part engages in economic cycle, marketing environment and marketing in the period of economic crisis. In practical part are specific costs on advertisement in particular mediatypes in price list costs depending on the macroeconomics indicators. Then there are also analysis on turnover of media agencies and B2B market. From the analysis was found that if macroeconomics indicators decreasing, also marketing costs decreasing and vice versa, exception costs to internet advertising which are in expansion in whole period. Differences in marketing costs was not proved at big companies which produce consumer products, this conclusion was found in case study of five selected companies.
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6 Brázdil, Štěpán
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