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National Repository of Grey Literature 2 records found  Search took 0.01 seconds. 
Web 2.0: Consumer Evolution
 Roučka, Jakub ; Mikeš, Jiří (advisor) ; Postler, Milan (referee)
Web 2.0 is loosely defined as a set of interactive and social online tools. This thesis distinguishes between the terms Internet and Web, explains the evolution of the Web towards the Web 2.0 and describes the fundamental parts of this platform. The following chapter examines the network effects, virtual communities and the reason to participate in the online environment. It also investigates the user typology and identifies some serious concerns associated with the current Web. The paper analyses the changes to the consumer environment and identifies the key areas of change. The findings are supported with online research.
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SmartWings: Marketing Communications Strategy
 Roučka, Jakub ; Halík, Jaroslav (advisor) ; Dufková, Vladimíra (referee)
This thesis is concerned with marketing communications of SmartWings, the low-cost sub-brand of Travel Service airline. The theoretical section comprises two chapters: first of them is dealing with the difference between full-service and low-cost carriers. The second part provides insight into relevant aspects of marketing communications theory. The third chapter is aimed directly at the communications strategy of SmartWings, evaluating current practice and suggesting ways to improve its effectiveness.
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1 Roučka, Jan
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