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Analysis of Book Publisher's Marketing Tools
Gruberová, Laura ; Pešek, Ondřej (advisor) ; Hanzlík, Jan (referee)
This Master's thesis entitled Analysis of Book Publisher's Marketing Tools focuses on the Czech book market and marketing tools that are currently used by book publishers. The aim of the work is to evaluate marketing tools of the specific Czech book publisher based on qualitative research and suggest possible improvements in their use. The theoretical part contains definitions of basic concepts in the field of book publishing and book marketing, which serves as the basis for the practical part. The practical part deals with the analysis of marketing tools of book publisher Argo, presents pros and cons of these instruments and in the end, brings suggestions for their improvement. This part of the thesis is based on marketing situation analysis, on analysis of available data on publisher's activities and on an interview with one of its writers. This thesis is primarily valuable for book publishers and sellers, who can obtain information about possible marketing tools. For book readers, this thesis is particularly interesting in terms of obtaining information about how marketing tools can help them in the selection of books.
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Specific features of nursing care provided to members of the Church of Scientology.
MATOUŠKOVÁ, Eva
The Church of Scientology was officially registered in Los Angeles in 1954. It is present in more than 150 countries of the world, and is professed by over 8 million people. The founder of the movement is the American author of science fiction and fiction, Laffayete Ron Hubbard, who conducted research in the sphere of the human spirit, summarised in his books "Dianetics". Later on, he focused his research on spiritual beings and their abilities. This gave rise to an applicable religious philosophy - Scientology. It has not been possible to register the Church of Scientology officially in the Czech Republic so far, and therefore it acts as the civil association of "Dianetické centrum" (the Dianetic Centre). The number of its members and sympathisers in this country is not very high, reaching approximately 800 persons. Still, it is important for us to know the differences of this minority, to be able to provide its members with nursing care corresponding to their specific needs. This subject is dealt with by the multi-cultural nursing care studying cultures and religions from the point of view of nursing practice. In connection with globalisation, this subject becomes even more topical. The national, cultural and ethnic structure of the population undergoes gradual changes and the number of foreigners legally residing in the territory of the Czech Republic keeps growing. For this reason, it is important even for nurses to be prepared and have at least the minimum knowledge of multi-cultural / trans-cultural nursing care that will enable them to provide adequate nursing care respecting the specifics in question. The objective of my thesis is to get to know the specific features of nursing care provided to members of the Church of Scientology and to establish the specific features of their life style. To meet the objectives, I set five research questions. Research question 1: Do members of the Church of Scientology have specific needs when they are being provided nursing care? Research question 2: What is the attitude of members of the Church of Scientology to the health care provided in the Czech Republic? Research question 3: Do members of the Church of Scientology have specific spiritual needs? Research question 4: What attitude do members of the Church of Scientology have towards their health? Research question 5: Do members of the Church of Scientology have a specific life style? To collect data for fulfilling my research objectives and obtaining answers to the research questions, I applied the method of qualitative research. To conduct the qualitative research I used the technique of a semi-structured interview with the members of the Church of Scientology attending the Dianetic Centre in Prague. The interview contained altogether 46 questions divided into four areas, and the participants were four men and four women of different ages and different lengths of being members of the Church. The qualitative examination established the main and most distinct specific feature in providing nursing care to members of the Church of Scientology, which is maintaining silence at the time when human mind is weakened. Further, the research showed that scientologists respect physicians and do not exclude them in cases of accidents or danger of life. They normally undergo preventive examinations and do not object to being vaccinated provided that they are supplied with sufficient information. The only exception is psychiatry. Being provided with assists constitutes the only spiritual need, and the Church of Scientology has no specifics in terms of diet. This thesis may be used as a study material for general nurses and students of nursing studies, to expand knowledge in the field of multi-cultural / trans-cultural nursing care, which will facilitate providing culture-specific nursing care to members of this religious minority.
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The migration crisis in Europe and subsequent implications for Swedish welfare state
Lacková, Dominika ; Bič, Josef (advisor) ; Němcová, Ingeborg (referee)
In general, migration is one of the most important global challenges. The topic of regulating migration flows came to the fore in relation to the current Europe's migration, or more precisely, refugee crisis. It has been described as the most massive migrant's crisis since the WW2. Unprecedented influx of immigrants and refugees in 2015 resulted in that even the best prepared European countries, such as Sweden, have reached a tipping point with regard to respect EU standards related to reception and processing of asylum applications. Master thesis covered two main analyses - the relevance of the refugee crisis in the EU in regards to the Swedish welfare state and the subsequent implications arising from the refugee crisis for the Swedish welfare state.
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Makroekonomický dopad mateřské (a rodičovské) dovolené ve srovnání České Republiky s Brazílií
Kalkusová, Marie ; De Castro, Tereza (advisor) ; Neumann, Pavel (referee)
This thesis aims to estimate the macroeconomic impact of maternity and parental/paternal leave in the Czech Republic and Brazil. In addition, the thesis stresses out the costs of Czech model application to Brazil and vice-versa. The first chapter brings a theoretical framework. It compares the analyzed policies in both countries and introduces the relevant terms. The second chapter estimates the costs of maternity and parental/paternal leave related to public expenditure and GDP for the years 2005-2014 and brings own simulation model for Czech model application to Brazil and vice-versa. The third chapter analyses the inefficiencies and suggest possible mitigation. The results show the costs of 0.71% of GDP and 1.66% of public expenditure in the Czech Republic and 0.50% GDP and 2.27% of public expenditure in Brazil in 2014. The Czech model applied in Brazil would be very costly and the opposite scenario would lead to the decrease of macroeconomic burden in the Czech Republic. The thesis also analyzes the influence of maternal and parental leave in other areas, such as labor market, where the current structure may penalize Czech women in long term. By this analysis, the thesis contributes to the current debate about the impact, the length and costs of maternity and parental leave.
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The Controlling Study
Herda, Tomáš ; Mikovcová, Hana (advisor) ; Herda, Zdeněk (referee)
The main goal of this Diploma´s Thesis is to make a model for calculation of water and sewer rates for the company Vodovody a kanalizace Náchod, a.s. when sticking to the set criteria both from the side of VaK Náchod, a.s. and law regulations. Based on the theoretical part an analysis of customer sensitivity to the price changes using the data for last 20 years follows. Findings from the first two parts are used in risk analysis in next part. The created model calculates the water and sewer rates based on the information from the company accounting system in the way to generate sufficient financial resources to fulfill the renovation plan of infrastructural property plant and equipment and to transfer given amount to the company funds. In addition, the model monitors whether the legal condition of maximal allowable increase of profit per m3 is met. In the customer sensitivity to the price changes part the price elasticity of demand for water and sewer rates is calculated based on the data from 1995 to 2015. The assumption of inelastic demand is confirmed. Risk analysis part is deals with potential risk regarding the demand and prices. Potential impacts for the most significant risk are quantified. The analysis uses knowledge gained in the first two parts. It was confirmed that potential risks are exiting but do not have any significant impact on the going concern of VaK Náchod, a.s. The created model has been already used for the calculation of prices for the year 2017. Customer sensitivity analysis to the price changes and link to the potential risks is an additional information for VaK Náchod, a.s. which validates that nowadays, there are no significant threats which could affect the demand and water and sewer rates significantly.
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Content Marketing for Lead Generation in B2B Educational and Consulting Services
Nykodýmová, Barbora ; Zamazalová, Marcela (advisor) ; Pospíchal, Tomáš (referee)
The aim of this thesis is to acquaint the reader with the issue of content marketing for generating leads and information about potential customers, then to analyze and offer some recommendations for its further use among B2B suppliers of educational and consulting services. The theoretical part discusses three key topics: the specifics of the services and B2B sector; content marketing and the reasons for its inclusion in marketing strategy; and the issue of lead generation as a possible metric of content marketing and sales tool. The practical part of the thesis approaches this topic from the perspective of four representatives of service suppliers, complemented by a point of view of the mediate company IVITERA. This company brings together one of the largest B2B communities in the services sector on the Czech market within its (especially online) media projects. Research was conducted through individual interviews with representatives of all five companies and by an analysis of secondary data, leads and keywords provided by the mediate company.
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