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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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Economic policy of National front government
Bočák, Jakub ; Szobi, Pavel (advisor) ; Chalupecký, Petr (referee)
The bachelor thesis is focused on economic policy of Czechoslovakia after 1946 up to the rejection of participation in the Marshall plan. Its hypothesis is that development of economic policy was inevitably headed for the transition to a centrally planned economy. At first it focuses on formation of National Front of Czechs and Slovaks which meant a considerable restriction of democracy. After parliamentary elections in 1946 thesis focuses on description of two-year economic plan which was an important instrument of economic policy of the National Front. The last part of thesis describes the circumstances of refusing to participate in the Marshall Plan. The main conclusion of the thesis is that due to political situation was possible other development but transition to centrally planned economy.
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The prohibition of gambling in Czech cities and their economic efficiency since 2010
Lišková, Magdaléna ; Skopeček, Jan (advisor) ; Zeman, Martin (referee)
The bachelor thesis is about an evaluation of economic efficiency of prohibition of gambling in selected Czech cities since 2010. The theoretical part contains a definition of basic terms, a chapter about social costs and it also deals with a prohibition and the shadow economy. The practical part contains chapters about current legislation, about gambling market in the Czech Republic, next chapter is about methodology and at the end of this part there is the evaluation of economic efficiency. This chapter deals with an explanation why we can call the prohibition inefficient. It is also a resume of the thesis which is back up an argument of progress of total social costs and total revenues. The bachelor thesis, in spite of other Czech papers, works with presumption that the social costs are produced by pathological gamblers and it deals just with the original social costs. That is the reason why the thesis provides an original quantification of the social costs and new view on problems which are connected with regulation of gambling.
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Tax and legal issues of real-estate business in Austria
Banctel, Kristýna ; Filipová, Vladimíra (advisor) ; Drozen, František (referee)
The purpose of this study is to compare tax and civil-law issues concerning property business in Austria and in Czech Republic in 2016 and to investigate the efficiency of the current legislation against the real estate bubble. The theoretical part of this study contains selected demographic and price statistics concerning real estate in both countries and focuses on the description of the existing law currently in effect in both compared countries. The practical part analyses tax and transactions costs that concern property trading and a comparison of possibilities of amortisations and rentability of a rented flat in both countries.
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Economy of Chile in 1960s and 1970s with Accent on Market Reforms after 1973
Strejčková, Klára ; Pekárek, Štěpán (advisor) ; Ševčík, Miroslav (referee)
This bachelor thesis puts the stress on the analysis of economic reforms approved in Chile in the 60's and 70's years of the 20th century. The focus of this work is profoundly dedicated to the analysis of two important macroeconomic indicators: developments of inflation and trade exports, bearing in mind the context of the coup in 1973 which is seen as a direct consequence of the communist rule of the Salvador Allende's Cabinet (1970-1973). The Allende's Cabinet strove to transform the Chilean economic society into a socialist one. The bachelor thesis has validated a hypothesis stating that the pro-market reforms approved after 1973 led to diversification of the Chilean export as well as a gradual and progressive stabilization of the country's inflation that had reached as 350 % during the socialist Allende's government. This work brings a comparison of two very different economic doctrines that formed Chile in the 70's of the last century. There is being compared a socialist government approach, having focused on nationalizing of the private sector, to the liberal government's approach aimed at decreasing the public sector, privatization as well as tearing down international trade barriers.
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The Incidence of Suicide Among Alcoholics
LHOTSKÁ, Veronika
For my master thesis, I have chosen the topic of alcoholics' suicide occurrence. There were 1647 people who have committed a suicide in the Czech Republic during the year 2012. Out of the 1647 people, there were 1370 men, and 277 women (ČSÚ, 2013). The deaths of alcoholics are not recorded by the National Evidence Center. The thesis is divided into theoretical and practical parts. The information for the theoretical part was gathered from academic sources. The two examined parts are the suicide commitment in the Czech Republic, and the alcohol consumption. The practical part is simply a primary research that I have done in PL Červený Dvůr. The research had two parts; quantitative and qualitative. The qualitative part was done through interviews with chosen respondents. The quantitative part was done through surveys distributed in PL Červený Dvůr. I have chosen to do the quantitative part first, so that I could choose the right candidates for the quantitative part based on their responses. The interviews helped me to complete the information I was looking for. I have set various goals that I wanted to reach through the research. The main goal was to chart the suicide behavior of alcoholics who are patients of PL Červený Dvůr. In order to reach such goal, I have set partial goals. The first partial goal was to contras the reason that lead the patients of PL Červený Dvůr to try to commit a suicide. According to the results I received, the most common reason for committing a suicide is either unfulfilled love, or the breaking-up with partner. Another goal was to discover the way the patients tried to kill themselves. As the majority responded so, the most common way is to cut the veins while drunk. The third goal was to compare and contrast the different reasons why as well as the ways how to commit a suicide. I have focused on two groups of patients of PL Červený Dvůr; the alcoholics and the toxicants. The alcoholics had proven that the reason why the tried to kill themselves was love, but the toxicants stated that they did it because they simply did not have a reason to live anymore. Both of the groups decided to end their lives by cutting their veins.
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Strategic analysis of Plzeňský Prazdroj, a. s.
Jirásková, Žaneta ; Dvořáček, Jiří (advisor) ; Mareš, David (referee)
The aim of this thesis is to do strategic analysis of Plzeňský Prazdroj, a. s. and to provide some recommendations for the further development of company. To achieve this goal, it is necessary to conduct external and internal analysis, which will provide a comprehensive view of the environment, in which the company operates. The work is divided into theoretical and practical part. The theoretical part defines the basic methods and techniques that are then applied to an analyzed company.
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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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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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