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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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The Model of Financial Compensation for placement of a Deep Geological Repository of Radioactive Waste in the Czech republic in period from 2010 to 2016
Englerová, Anna ; Zeman, Martin (advisor) ; Vebrová, Ludmila (referee)
Author examines a way of allocation of governmental financial resources to municipalities in locations preselected for deep geological repository. She is searching for a way how to add a motivational incentive to the process of allocation of financial resources in order to improve municipalities attitude towards deep geological repository. Hypothesis, examined in this thesis, contains two related questions. It is assumed that (1) amount and structure of financial resources can significantly affect municipalities decision making and also that (2) current mechanism of allocation of compensations is ineffective and does not create sufficient incentives. Currently (end of the year 2016), negotiations between government and municipalities are in crisis despite significant financial compensation from government nuclear account to the municipalities. This thesis have potential to change municipalities negative stance on deep geological repository through motivational model of resource allocation. Theoretical part reviews basic economic background and introduces historical, sociological, technological and economic views of radioactivity and deep geological repository. In practical part author analyzes socio-economic situation, compares evolution of transfers from government to municipalities with their attitude towards deep geological repository in time and shows that current system of resource allocation does not motivate the municipalities to change their stance on deep geological repository. That confirms second part of our hypothesis. Author also proposes a motivational model of resource alllocation. She confirms its viability by comparing it with similar models from other countries, by surveying mayors of concerned municipalities and also by examining experts opinion. Verification of the model confirmed its motivational effect. By that, first assumption of our hypothesis, that structure of resource allocation can significantly affect municipalities decision making, was confirmed.
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Comparison of Market and State Organized Public Transport in the Czech Republic Between 2000 – 2015
Hervert, David ; Pikhart, Zdeněk (advisor) ; Vebrová, Ludmila (referee)
Content of this bachelor thesis deals with a comparison of market and state access to public transport from a national economic perspective. Public transport in the Czech Republic between the years of 2000 and 2015 is analysed before the actual comparison is made. The theoretical part deals with available products of public transport, transport demand, market and government failure, entrepreneur theory and information function of prices. Different types of public transport are analysed and compared in the practical part. Additionally, an analysis of public transport in the USA is made and then compared with public transport in the Czech Republic.
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The possibilities and conditions for the use of tools for analyzing customer behavior on social networks
Horák, Vít ; Molnár, Zdeněk (advisor) ; Měsíček, Libor (referee)
The thesis deals with free tools that can be used to analyze customers of SMB e-commerce enterprises on the social network Facebook in order to increase their competitiveness within the social network. The theoretical part focuses on defining key terms, distinguishes types of social media and describes present social networks situation in world and in the Czech Republic from a users perspective and in the Czech Republic also from an enterprises perspective. Furthermore, the theoretical part also deals with possibilities that social networks can offer to the SMB enterprises. And as well it identifies different types of analytical tools that can be used for purposes of monitoring customers or analysis of customers. In the beginning of the practical part there is introduced the company Dobrutka.EU s.r.o. (the e commerce B2C company). Afterwards is presented the analysis of the survey about how SMB companies that operate the best Czech e-shops monitor and analyze their activities and customers from the social network Facebook. Subsequently there is handled the selection of appropriate tools for SME companies, which are also analyzed in the following chapter. At the end of the practical part there is practical application of knowledge from the thesis to Dobrutka.EU s.r.o. through the design and pilot deployment of appropriate procedures and analytic tools, whose effectiveness is evaluated at the end of chapter. The main benefit is in act of finding and verification of free tools and effective method that allows for detailed analysis of company customers even for micro companies and thus also effectively achieve positive economic results even in emerging facebook presentations.
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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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Design of a methodology for BI solutions in QlikView environment
Judová, Eva ; Pour, Jan (advisor) ; Kunst, Jan (referee)
This master thesis is devoted to a design for methodology of BI projects in QlikView. The main aim is to propose a recommended procedure solutions reflecting the strengths and weaknesses in the development of QlikView applications. Accompanying chapter to the discussed issue is a chapter Business Intelligence which explains the principles, characteristics and reasons for implementation in companies. Part of defining the differences between traditional and self-service solutions serves as a theoretical basis for understanding the increasing attractiveness of self-service solutions and environment of the proposed methodology. The next chapter presents the company Qlik as a market leader in BI and the owner of QlikView. The reasons for its establishment, subsequent development and actual vision are listed to create a comprehensive view of the environment where the described product was created. Along with the chapter focusing on characteristics and main advantages of QlikView a knowledge base is established for the implementation of proposed methodology. Crucial chapter of this thesis is based on the author's experience gained while implementing QlikView projects. The proposed methodology is based on the description of each phase, its activities, inputs and outputs and its concrete application in a demo environment for the area of receivables in manufacturing company. The key contribution of the author is pointing out potential problems during development or warning about critical parts or providing appropriate recommendations and benefits of the proposed procedures. The designed methodology can serve as a useful guide for self-service projects implemented the QlikView environment.
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The Asian financial crisis and post-crisis development of newly industrialized countries of Asia
Panchenko, Victoria ; Bolotov, Ilya (advisor) ; Černá, Iveta (referee)
This thesis analyzes the Asian financial crisis by providing a comprehensive view of the development of the economies of the Asian newly industrialized countries before and after the outbreak of the crisis. The aim of this paper is to explore and understand the causes of the crisis and derive practical lessons. The work is structured as follows. The first chapter is theoretical and defines newly industrialized countries by focusing on the characteristics of the economic and social status of these countries in a period of prosperity. The second chapter examines the financial crisis in 1997 - its origin, causes, indicators and progress. The last chapter discusses the impact of the crisis both on countries of Southeast Asia and on the world economy overall. Afterwards, summarizing of the lessons that can be learned from the Asian financial crisis and that remain urgent even nowadays is outlined.
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Use of Google applications and tools in the enterprise
Fiala, Dávid ; Lorenc, Miroslav (advisor) ; Koliš, Karel (referee)
The aim of this thesis is to focus on usage of Google online applications for business and Google Analytics tool in the company TLV s.r.o. , analyse the effectivity of everyday usage and the ability to improve in-house processes. These applications and tools will be described from the perspective of their functions, which they offer. In the following parts of the thesis I will focus on alternative cloud based solutions of office applications, their costs of implementation and their advantages in comparison with Google applications. In case of Google Analytics the thesis will be focused on the rentability of this solution for TLV s.r.o. comparing the costs of online advertisements (Google AdWords) and the yield.
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Assessment of safety culture in selected hospitals in the Ústí nad Labem and Liberec regions
VOLENÍKOVÁ, Kateřina
Current status: The issue of medical errors has recently gotten considerable attention among organizations at the global and national levels. In its report the Institute of Medicine recommended the development of a safety culture where employees want to provide the safest health care. Assessing the current culture of safety is the first stage in the development of patient safety. Subject: The main purpose of the research was "to evaluate the safety culture in select hospitals." Method: A standardized method was chosen for the research: The AHRQ Hospital Survey on Patient Safety Culture. A quantitative method was implemented using polling. Obtained data were tested in SPSS version 16.0. For statistical testing Person's chi-square and sign scheme was elected. Research group: The research survey addressed 301 non-medical staff of Krajské zdravotní a.s. Masarykova nemocnice, o. z. (Regional Health a.s. Masaryk Hospital) in Ústí nad Labem and Krajské nemocnici Liberec, a.s. (Liberec Regional Hospital) Results: The survey results showed that the surveyed health care professionals assess the organizational culture as friendly. The respondents indicated that they are praised by the manager for conducting their work safely and that they can suggest changes in management practices. The results showed that addressed health care professionals support each other (58.1%) and cooperate better (72.4%). According to the respondents, better teamwork leads to better patient safety. An analysis of the results shows that health professionals have an active approach to safe care (82.7%) and in their opinion, errors and mistakes lead to improved patient safety (40.9%). Paramedics have confirmed that they receive feedback on reported incidents (37.9%). Based on team discussion about errors the respondents' evaluation of patient safety has significantly improved. An analysis of respondents' answers revealed a lack of reporting of adverse events. Most respondents consider the number of staff in the workplace deficient (42.5%). Conclusion: Hospital management should be involved in changing the detection of individual errors from individual to systemic. In order to improve the safety culture there should be regular supervision or teambuilding activities that support the development of teamwork. Feedback on the results of reporting errors must be given in an appropriate way to motivate staff to continue to report future errors. The results require a change in how medical staff report errors and greater consistency among management when checking reports. Complaints of work overload by medical personnel must be taken seriously. Improvements can be brought about by changes to work organization or the use of temporary workers.
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