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The Impact of ICT on marketing
Pyžjanov, Kirill ; Sigmund, Tomáš (advisor) ; Čermák, Radim (referee)
The topic of my thesis is "The Impact of ICT on marketing." I chose this topic, because of its current actuality. The aim of this study is to provide basic comprehensive overview of this relatively new perspective on marketing, bring together and analyze some practical examples of postmodern marketing. The work is divided into theoretical and practical part. The theoretical part consists of the first three chapters and the practical part next two chapters. The first chapter deals with the basic concepts of marketing, also focuses on modern marketing. The second chapter is devoted to postmodern marketing, it is presented here in general, postmodernism and its impact on marketing. The second chapter also looks at the impact of ICT on marketing and views (views) by various authors on this issue. The third chapter focuses on the impact of ICT on marketing. The fourth chapter carries out its own research, which means that a questionnaire survey examines the impact of marketing tools to the population in relation to their age. Research is realized between two groups of respondents, when the first group are young people aged 18-30, the second group comprises the contrary, people over 50 years. An integral part of this chapter is the methodology of work. Consequently, it is realized the comparison of the two groups access to selected marketing tools. The fifth chapter is made up of the discussions, which are compared to determine a conclusion. Methods which are used to process the thesis, are mainly quantitative research method, which is implemented in the form of a questionnaire, as well as the method of analysis, comparison and deduction.
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