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New trends in direct marketing and application on a specific e-shop
 Frank, Štěpán ; Pešek, Ondřej (advisor) ; Paulíček, Vít (referee)
This thesis deals with new trends from a content point of view of direct marketing and implementation to the specific e-shop. Its main part is dedicated to individual tools of direct marketing, because through those tools can company reach customers. The aim of this work is the use of trends and subsequent verification of their functionality and efficiency in terms of the possibilities of increasing profit or attendance. The theoretical part deals with the inclusion of direct marketing in the discipline of marketing communications and its depth description. Especially describes the individual tools and trends. In the practical part is presented proces of the campaign creation and evaluation. The process and assessment shows that the use of the trends affected the results. Based on these observations were made recommendations for the future to the owner.
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