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The bachelor thesis is focused on the marketing communication of the Green Ways company. The aim of the thesis is to assess the current marketing communication and based on questionnaire research appraise, whether it is executed efficiently. The research shows that the company´s marketing communication is relatively effective, imperfections are rather seen at salespeople of the Green Ways company. The thesis might be contribution to the aforementioned salespeople, who have the opportunity to increase the efficiency of their work, based on the results of the research.

This bachelor thesis deals with marketing strategy of a selected company. The objective of the thesis is to describe marketing of selected company and suggest the improvements of the marketing strategy. The thesis is composed of three main parts. The first chapter is theoretical and summarizes theoretical knowledge generally. The second part describes the company itself. The second part focuses on business environment and SWOT analysis. The practical part firstly describes marketing strategy of the company and after that deals with suggestion of marketing strategy and how to improve the current strategy which is mentioned.

The aim of this bachelor thesis is to describe the utilization possibilities of selected social networks as tools of marketing strategy and subsequently to assess the options of their potential use within the marketing strategy of Stoklasa textilní galanterie s. r. o. The theoretical part is dedicated to the inclusion of social networks into the context of marketing tools, the characteristics of social networks and then specific social networks with the possibilities of their use in marketing. The purpose of the empirical part is to evaluate current way and success of company's comumunication on social networks and to recommend future use of social networks.

The subject of this Bachelor Thesis is an analysis of the marketing strategy of the chosen bussiness subject - Fotbalový Klub Jablonec, a. s. The primary goal of this thesis is to evaluate the marketing strategy of this club, as well as its marketing communication and to suggest possible improvements which could lead to more quality marketing communication of the Jablonec club. The next goal is related to this objective - to suggest a solution for the problem of low attendance of the Jablonec club at the home stadium. My own research and a questionnaire were used in order to analyse the marketing strategy. The research showed that there are many activities organized which correspond with the marketing strategy and they are mostly focused on the region around Jablonec nad Nisou and that also fit into the strategy of FK Jablonec of being a regional club. The questionnaire revealed that marketing communication is considered to be relatively high-quality. Results also showed, that the most important communication channels for FK Jablonec are Facebook and official website, which are the best rated and mostly followed ones. Research also showed, that fans, who visit home matches, do it regularly, so FK Jablonec should focus on winning new fans over.

The bachelor thesis is aimed at consumer behaviour in the largest retail chains in the Czech Republic. It is the main aim of the thesis to evaluate customers' opinions and the dependence of purchases based on the opinions. Besides that, the thesis focuses on corporate social responsibility of these retail chains and how they are perceived by the customers. In the first chapter, market research and consumer behaviour are described and explained. The retail chains and the atmosphere of the retail market in the Czech Republic are described in the second chapter. The last chapter deals with the research itself, and the customers' opinions on the issues mentioned above are evaluated.

In my diploma thesis "Positioning of selected product" I focused on analysis of the positioning of the product CEWE photobook from Fotolab on the Czech market in the context of its competition. The theoretical part explains the concept of marketing, marketing mix 7P, SWOT analysis, positioning, brand and quantitative and qualitative research. The practical part presents the company Fotolab and its three main competitors in the market. In this part, all companies are compared on an extended marketing mix 7P. The Fotolab company is evaluated in the context of a SWOT analysis. The practical part is based on questionnaires and individual interviews, from which the recommendations will come for the company in the conclusion.

The main aim of this bachelor thesis is to identify a typical customer of Firefly dance studio in order to verify the correct and effective philosophy of the company. The theoretical part is dedicated to market research, market segmentation, and questionnaire and consumer behaviour. The purpose of the empiric part is to find out the typical customer, using the method of anonymous questionnaires to effectuate this survey, and to deliver recommendations on how to improve the communication strategy of the company.

The Master's Thesis deals with Customer Relationship Management. The aim is to describe and analyze the CRM in a particular company and make suggestions for improvement. The Master's Thesis is divided into two parts, theoretical and practical. The theoretical part explains the theoretical knowledge of CRM. In the practical part is described and analyzed the mode of operation of the company T-Mobile with a focus on CRM. Theoretical basis is based on the available literature and other information sources. The practical part is based on interview with the company employee, customers and internal documents of the company.

This diploma thesis is concerned with a concept of marketing strategy for a chosen company. The main goal of this thesis is to create a marketing strategy for the company. This strategy should be in accordance with holistic marketing concept. This marketing strategy will reflect the main characteristic of the company and the situation of the Czech market as well. This diploma thesis is divided into two parts. The first part describes a theoretical basis of the holistic marketing concept. The second part analyses the level of marketing in the company and suggests new marketing activities.

The bachelor thesis is supposed to evaluate the position of AVAST company on Czech and world market from marketing perspective. First section describes basic theoretical marketing tools such as life cycle, competition analysis, marketing strategies etc. Second section approaches historical evolution of information technology and antivirus software. Specifically applied third section focuses on the development of AVAST company and then examines its competitive position on Czech and world market. Conclusion evaluates facts obtained from applied section and finds crucial marketing strategies, which lead AVAST to leading position on Czech and world antivirus market.

The bachelor thesis deals with marketing strategy of selected company, namely French bakery PAUL. This thesis is divided into three parts. The first chapter deals with the theoretical knowledge of marketing, SWOT analysis as well as segmentation, targeting and positioning. The second chapter describes marketing mix and its components. The third chapter focuses on the French bakery PAUL, using theoretical knowledge from the first two chapters.

The aim of this Master's Thesis is to create a strategic marketing plan for existing travel agancy on the basis of theoretical knowledge. Another aim of this thesis is to explore the surroundings of the company, especially its existing competitors. The thesis is divided into two parts. Theoretical, where I describe the definition of the strategic planning process and its parts as well as determination of the company's vission and mission, strategic analysis and specific types of possible strategies, all by usining the literature sources. The second part is a practical part where I apply the theoretical principles of marketing planning to specific example of our travel agency.

The main goal of this thesis is to identify the differencies and specifics of arts marketing and then evaluate a strategy of specific project. The theoretical part introduce the culture, art and theater. The following section is focused on classical marketing always accompanied by specifics in the area of culture and art. The theory is then applied to a particular project and thesis is finished with marketing research aimed to identify the motivation to visit and percepiton's level of marketing tools by visiters.

The aim of the Master thesis is to describe and evaluate the communication strategy of Budějovický Majáles for the year 2014. The first two chapters are describing theoretical terms from nonprofit sector and marketing. The practical part contains history of majáles in the Czech Republic and in České Budějovice, where the festival follows its origin and is noncommercial. Furthermore it describes the used communication tools and their timing. Last chapter contains results of a questionnaire, which was used as a source for further recommendation.

This bachelor thesis deals with marketing strategy of mid-sized company called TRIPOR Ltd., the business deals with buying and selling porcelain and glass .The business is located in Klášterec nad Ohří. The aim of this work is to analyze the current marketing strategy of the company, its evaluation, suggestion and marketing strategy of the company. The work is divided into two chapters. The first chapter deals with the theoretical part, which describes the particular theory of marketing. The second chapter describes the characteristics of the company TRIPOR Ltd. and suggestions on what should be done to improve the company's marketing strategy. Furthermore this thesis describes the suggestion of marketing strategies for both wholesale, and retail. Individual sub-chapters describe the company TRIPOR, Ltd., its history, current marketing strategy and suggestions how to improve its marketing strategy. To improve the marketing strategy, SWOT analysis is used in this thesis and it is primarily focused on improving the distribution strategy, product strategy, pricing strategy and communication strategy. The communication strategy also includes a summary of the costs of measures which should help the company to improve not only their marketing strategy but as well as the market position of the company.

Social networks are undoubtedly a phenomenon of the present time. They attract an increasing number of users and therefore the attention of all need to communicate with users -- companies, institutions, government, and politicians. Marketing specialists are interested in social networks even more because they offer a great opportunity to present a new product or service and a new way to communicate with potential customers. Particularly Facebook drives extraordinary attention of advertisers. The ambition of this thesis is to help with orientation on social networks and mainly on Facebook, to present options that social network offers to advertisers and to evaluate some of the best practices of Facebook advertising including an evaluation of its success.

This diploma thesis deals with analysis of use of the game geocaching. The aim of this work is to explain whether and under what conditions it is possible to use geocaching in marketing activities. There is an analysis and evaluation of existing projects using geocaching. Own project is designed pursuant the obtained results.

The master thesis is divided into two parts. The first part is theoretical and deals with the development of tourism, business strategy in hotel trade and marketing mix. The second part is practical and is focused on the analysis of business strategy of Smaragd Hotel. Within the business strategy strengths and weaknesses of the hotel, competition, income and expenses, and marketing mix are analyzed. Based on the analysis, possible solutions of the future development of the hotel are proposed.

In my diploma thesis I focus on valuation of the firm after implementing various marketing strategies. The first part of my thesis introduces the theory of firm valuation and marketing strategies. In the second part I apply the theory on a practical example of Benzina Ltd. The result of my thesis is the value of the firm Benzina after implementing two different marketing strategies and their comparison.

In the first part the thesis describes the pace of development in technology, history of information technology and the internet (from hardware and software point of view), and the development of internet's marketing tools up to present day. Thereby it declares the present state of internet as highly integrated and emphasises the role of internet in each of Kotler's 4P of marketing mix. Then follows the description of currently available internet tools for marketing purposes, such as search engines, e-mails, banners, and also the newer ones like social networks, affiliate programs and advergaming. The single tools are also enriched with real life examples, analysis of utility of SMS lotery participants, as well as qualified assessment of future development. In the end the thesis analyses the content management system (CMS), as yet another internet's marketing tool.

My Bachelor work focuses on estimation of the marketing strategy of particular firm. I focus on Boat rental Ingetour active in Vyšší Brod. My work is divided into 4 main parts. In the first part I introduce the firm Pavelec s.r.o. which owns the Boat rental Ingetour. In the next part I focus on detailed presentation of the Boat rental Ingetour and its offered services. In the following part I analyse the current marketing strategy of the Boat rental Ingetour. In the fourth part I evaluate the custom questionnaire and deduce the proposal of the future marketing strategy of the Boat rental Ingetour.

This thesis focuses on a specific market segment in which the demand is represented by homosexuals. The first part deals with the problems of gay marketing - observes the difficulties to which the businesses have to face reaching the gay clientele; then it explores the process of the development of the Czech gay market segment and focuses on possibilities and some examples of gay-oriented promotion. The second part is addressed to the questions about the characteristics of a Czech gay customer; it observes how he differs from a heterosexual in terms of an effective demand and how he manages his money during the crisis.

The main aim of the bachelor thesis was evaluation of IBM marketing strategy and proposal of possible changes of this existing strategy based on several marketing analyses. This thesis was devided into 3 parts: theoretical, practical and analytical.

The aim of the thesis is to analyse selected important issues caused by expansion of Internet during past years and its implications in increased usage by companies. The goal is to describe possible framework for performing sufficient analysis of the company and to define and create international marketing strategy using concrete example of company from the pet industry.

Characteristics of demand for energy drinks. Mainly consumer approach. Determine consumer preferences. Determination of the target group. Analysis of a new type of perspective energy drinks. Determination of price elasticity of demand for the current type of energy drinks and potential approval.

This thesis discusses the necessity of marketing in the field of gastronomy. The theoretical part is divided into five chapters and contains definitions and characteristics of the area of hospitality and catering,characteristics of marketing and its use in the area, information of marketing plans,the marketing mix and how to control and evaluate the selected marketing strategies.To complement is included in this part of the development brief gastronomy in the Czech republic and current trends in this sector.The practical part deals with deductive verification of these findings to specific practical example.It begins performances selected companies and continues its analysis of the current situation of the external and internal perspective.Analysis of the marketing strategy also includes an analysis of the various instruments of the marketing mix.Within this area is then evaluated, where the chosen strategy is successful and where it is vice versa. Based on these results is outlined at the end a marketing plan, also ecommended marketing goals for the future and possible measures to improve the marketing activities.

This paper describes the segmentation, its main criteria and concepts. Also the work of the various methods and techniques of sectioning are described. In addition there is a concrete example of T-Mobile Czech Republic, how and under what criteria it uses segmentation in practice.

The thesis is focused on literature as a product, and examines the importance and the possibilities of the export of Czech literature to the German market. The theoretical part is devoted to the specifics of the literary product and the literary market. The next chapter is focused on the German market in literature. It characterizes the development of recent years and the current situation, the position of literature in translation and the importance of the export of Czech literature to Germany. The third part presents a concrete Czech writer and his possibilities on the German market.

The diploma thesis provides a theoretical and practical perspective on the internet as a marketing communications space, and its strategic potential for Vitana, a.s.

This bachelor thesis deals with the topic Music in commercial environment, its influence on psyche and shopping behaviour of human. The goal of this thesis is to characterize the position of music in commercial environment, state present and future opportunities how to use music in this environment and also to find the influence of music on human and its behaviour. The first chapter states that the music can really influence human and its perception of things. Music can influence human mood, feelings, perception of environment and product and it can affect also human behaviour and performance. Second chapter lists theories which explain the influence of music and the schemes of the influencing process on human. These theories are in the third chapter connected with the real influence on human behaviour and demonstrated on performed experiments. In the fourth chapter there are named present and future trends concerning music in commercial environment, for instance ambient music, sonic branding, and sensory merchandising. The fifth chapter deals with problem concerning ethical and health aspects, because music in commercial environment influences human subconsciously. Last chapter tries to evaluate the development of music in commercial environment in the future. Music is very important part of commercial environment, which offers a lot of opportunities for the future. Unfortunately, the potential of music is currently being underestimated. With help of music can be influenced not only a mental but also a physical part of human personality and also shopping decision-taking and shopping behaviour.

Cílem mé práce je formální teoretické vymezení jednotlivých pojmů a definic a vytvoření uceleného schématického přehledu jeho jednotlivých částí. Tyto části se budu snažit koncipovat, co možná nejpřehledněji, neboť bych zde rád poskytl budoucímu čtenáři snadno srozumitelný materiál, který mu bude moci posloužit i jako praktický průvodce touto problematikou. Výše uvedené přehlednosti se budu snažit docílit celkovou koncepcí, která bude mít základ v logické posloupnosti vzájemně navazujících kroků, jejíchž uplatnění napomáhá podnikatelskému subjektu k řešení problematiky teorie zavádění nových produktů na trh, související zejména s teorií marketingu zaměřenou na oblast retailingu. Ona logická posloupnost bude také spočívat v tom, že se vždy nejprve budu zabývat pojmy obecnějšího a širšího charakteru, které následně doplním o podrobnější a detailnější prvky přesněji popisující jednotlivé části daného tématu. Jako základ k vytváření tohoto teoretického rámce mi posloužila literatura především z oblasti retail managementu neboli obchodního podnikání, marketingu a managementu , jejichž jednotlivé části bych zde rád detailněji rozpracoval a jak sem již zmínil, v co možná nejpřehlednější a nejsrozumitelnější formě seznámil budoucího čtenáře s jejich bližším popisem a vysvětlením.