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Internet Marketing in the sale of textbooks
Brichzinová, Jana ; Topolová, Ivana (advisor) ; Kubálková, Markéta (referee)
This paper deals with the use of internet marketing in selling textbooks. The aim is to suggest how to use internet marketing for the sale of textbooks (or books in general), based on knowledge of Internet users about internet marketing and based on information about the purchase of books these people. The objective is attained by a questionnaire survey among Internet users and buyers of books.
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Analysis of selected online marketing tools for IT start-up company on global market
Hubková, Tereza ; Stříteský, Václav (advisor) ; Hurychová, Andrea (referee)
The main focus of this diploma thesis is on the analysis of selected online marketing tools for IT start-up company on global market. In the beginning, the thesis discusses the importance of internet in nowadays marketing and also introduces the selected online marketing tools with closer look at online advertising, social media, online PR, online direct marketing and sales promotion on the internet. It also touches options of measuring and evaluating efficiency of these instruments. Further on, it describes specifics of online marketing in perspective of local markets. Practical part of the thesis starts with introduction of the selected global IT start-up company, its competitors and then focuses on its marketing communication in detail. It elaborates on channels used to access company's website and make conversions. It also offers in-depth evaluation of online advertising and activities on social medias. The final part of the thesis depicts list of practical recommendations for further online marketing communication, which are based on previous analyses. These recommendations can be used also for other companies focusing on online marketing in global environment.
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Marketing presentation of companies on Facebook - manufacturers of natural and organic cosmetics presentation analysis
Komorousová, Kateřina ; Novák, Michal (advisor) ; Kincl, Tomáš (referee)
In the following bachelor thesis I deal with the topic of Facebook marketing presentation. First of all, I concentrate mainly on examining of this aspect on Facebook web pages of four selected manufacturers of cosmetics and biocosmetics. The goal of this thesis was to answer the research inquiry: "How do the selected manufacturers of cosmetics and biocosmetics present themselves on facebook web pages?" The present text is divided into two parts. The theoretical one includes theoretical knowledge related to marketing and Facebook social website. In the empirical one I try to find answers to the above mentioned research inquiry with the help of study of many different factors. The examined variables include the number of supporters, the duration of the use of the website, commenting, uploading photos, using the application Events, the number of likes, the comments of the other users and Engagement Score.
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The concept of communication and distributional system of web portal
Krejčová, Šárka ; Vávra, Oldřich (advisor) ; Harantová, Radomíra (referee)
This thesis deals with the design of functional solutions for the communication and distribution system project web portal AkceZ.cz. It was prepared on the basis of personal experience and knowledge of the author of the process of creation and functioning of the communication portal. The main goal of this work is to create a realistic picture of the communication and distribution system implementated still alive and functioning project.
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Využití internetu v činnosti cestovní kanceláře
Křížová, Kristýna ; Vaško, Martin (advisor)
Práce shrnuje současné možnosti využití internetu v cestovní kanceláři. Pojednává o zapojení internetu do marketingových aktivit cestovních kanceláří - marketingová strategie na internetu, marketingový mix na internetu, marketingový výzkum na internetu atd. Práce hodnotí praktické využití internetu v marketigu CK Intercontact. Na závěr jsou teoretické poznatky s praxí porovnány ve SWOT analýze.
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The role of the internet in marketing
Benešová, Petra ; Průša, Přemysl (advisor) ; Plachý, Pavel (referee)
The aim of this thesis is to assess the role of the internet in marketing, focusing predominantly upon commercial communications. Its theoretical part characterizes briefly the marketing mix on the internet and gives detailed analysis of online communications, reporting on their advantages, disadvantages, efficiency and importance of particular kinds. The practical section introduces my business analysis in the field of nutritional counseling and it also describes the utilization of the internet for marketing purposes. Subsequently the attitude of internet users towards selected internet advertisement is elicited using the method of questionnaire. Results of this thesis could provide recommendations for companies who are using the internet for their business and for self-promotion.
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Techniques of search engine optimization and its results
Rybička, Josef ; Sklenák, Vilém (advisor) ; Mach, Jan (referee)
This thesis is deals with optimizing websites for search engines, as an essential process in the development of modern web projects. The thesis focuses on the basic techniques that are used to increase the visit rate resulting from natural search engines. The main aim is to show the impact of SEO techniques on the visit rate and the positions in search engines after application to a webiste. This will be achieved by modifying or creating of a new website in accordance with modern SEO techniques. Optimization results will be measured using tools like Google Analytics and AWStats. The thesis is divided into two parts -- theoretical and practical. The teoretical one (Chapters 1 and 2) is aimed at the introduction to SEO and describes the basic techniques used in optimization. In the practical part (Chapters 2 and 3) some of these techniques are applied to specific web projects and their results are evaluated as well. The practical part also includes a description of the implementation of certain procedures by using CSS and PHP.
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