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National Repository of Grey Literature 2 records found  Search took 0.00 seconds. 
Online Marketing
 Zrůst, Daniel ; Zeman, Jiří (advisor) ; Filipová, Alena (referee)
The aim of this thesis is to evaluate pay per click marketing as suitable marketing tool for promotion and distribution of a given product. The paper describes basic vocabulary related to PPC advertising, common metrics, tools used by online marketers, and logic of running PPC campaigns. The paper also tries to quantify impact of Internet on economies. The second part applies the theory to analysis of consumers' conversion path while searching online in common search engines where PPC marketing plays the key role.
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The Influence of Foreign Vending Servers on the Czech Market
 Zrůst, Daniel ; Zeman, Jiří (advisor) ; Filipová, Alena (referee)
The aim of this bachelor thesis is to analyze the position of foreign vending servers (FVS) on the Czech market. The thesis is divided into two parts. Theoretical part deals with consumer behavior in general. There are briefly described the basic motivating psychological theories, influence of cultural and social predispositions. The buying decision-making process is also scrutinized. The second part of theory is focusing on consumer behavior in online environment and on basic terms concerning e-commerce. Practical part deals with definition of "Czech market". The following part of the text describes development of online shopping in the Czech Republic and typical shopper's profile. Based on publicly available data the comparison between FSV's position on the Czech and market of European Union is presented. The last part of the thesis reflects own online survey which proved or disproved each of 7 stated hypotheses. Over 350 respondents had filled in the questionnaire. The profile of FSV users, their motivation (demotivation) to a purchase, long-time experience, the most popular goods and servers are also broadly described.
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4 Zrůst, David
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