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Postmodernism and marketing. Community marketing
Josková, Markéta ; Kladný, Tomáš (advisor) ; Poštulka, Filip (referee)
This thesis focuses on the definition of the term postmodern marketing in the area of marketing literature. The postmodern marketing aims adaptation of innovative marketing strategies to specific changes in society and consumer behavior. In this context, there are introduced concepts as tribality, hyperreality, fragmentation or increased activity during the perception of consumers etc., in order to demonstrate described changes. Because the postmodern marketing is closely linked to the symbolism and meanings of consumption, this thesis includes the application of specific semiotics approaches and brand development with an emphasis on the fact that the brand itself is made up of sum of aspects, such as the logo or products, but its value is also constructed by meanings with which consumers associate the brand. The next part is devoted to community marketing and communication via social networking sites such as progressive approach that is able to connect the issues of the previous chapters (reaction to changes in society and consumers' requirements and space for the construction of the symbolic value of the brand). The summary of these individual components is described in the conclusion, in the case study analysis from ILP in order to examine whether it is possible to build a successful marketing...
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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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