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Marketingová analýza prodeje softwarového produktu veřejnému sektoru.
Krausová, Patrícia ; Machek, Martin (advisor) ; Kolouchová, Daniela (referee)
The objective of this thesis is to analyse the marketing practices behind software sales in the business to government market using an example of a Czech-Slovak software company, Atbon. a.s.. The thesis also aims to reduce the current gap in the academic and practitioners research in this area. The theoretical part of the paper covers the characteristics of different types of markets, features of the software industry, and explains the fundaments of marketing strategy, marketing tactics and marketing tools, which will be used in the analysis. The practical part then examines the marketing performance of Atbon, a.s. when launching their data redaction software in the B2G market. Based on the findings of this analysis, conclusion and suggestions for improvement are made.
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Analysis of promotion capability of municipalities focused on specific locations
Dopitová, Martina ; Vláčil, Jan (advisor) ; Macháčková, Lucie (referee)
This thesis is focused on the analysis of propagation of selected cities. Its aim is to theoretically and practically describe and then on specific examples evaluate attitude of cities and municipalities to promote their localities and activities, both towards to its visitors, and especially to its inhabitants. The theoretical part is focused on explaining the basic concepts and contexts related to promotion and marketing techniques of cities and municipalities and also marketing mix, which is part of the promotion. Assessment of promotion methods applied in assessed locations and also evaluation of its effectiveness is performed in practical part of thesis. Overall, the author of the work concluded, that the approach of selected cities to promote them, reaches an acceptable level. Nevertheless, the author found some procedural reserves and tried to suggest some of the recommendations, which can be an inspiration not only for analyzed cities itself, but also for other cities and towns.
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Marketing of the town Rejštejn
Hlaváčová, Veronika ; Peková, Jitka (advisor) ; Kadeřábková, Jaroslava (referee)
The topic of this thesis is the marketing of the town of Rejštejn in the Bohemian Forest. In 2007, the town regained the status of a town, which could be the first step in restarting socio-economic development and supporting tourism. The thesis focuses mostly on a detailed analysis of the current use of the marketing mix, whose results enable for suggesting future improvements in the marketing of the town of Rejštejn.
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Marketing in the Public Administration
Červeňáková, Jana ; Zamazalová, Marcela (advisor) ; Štědroň, Bohumír (referee)
The paper deals with specifics which are typical of marketing in the public sector and which are different from marketing in the private sector. On the example of the governmental agency, CzechInvest, it aims to generalize how marketing in the public sector works. It poses question whether marketing in the public sector can apply the same principles as marketing in the private sector. The paper deals with the fact whether public sector uses the same marketing tools as private sector. It observes how marketing in the public administration is efficient and what factors have influence on the efficiency of the marketing in the public administration agencies. Finally, the paper comes with recommendations that should lead to bigger efficiency of marketing done by state institutions.
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