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Diploma thesis analyzes communication strategies used by public administration's organizations in the Czech Republic and abroad. The aim of the thesis is to evaluate existing communication strategies implemented in the Czech Republic. Partial aim is to recommend methods to improve present condition. Theoretical part results from dynamic marketing concept, describes communication strategy as one of the key instruments of regional marketing mix, defines principles of effective communication and provides methods antecedent to creation of communication strategy. Separate chapter is dedicated to communication with target groups who may encourage future growth of the city. Practical part introduces project Communicating city, its influence on one of the participating towns and particular examples of communication strategies from abroad.

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Thesis (M.Com.(Marketing Management))-University of Pretoria, 2006. / Abstract in English. Includes bibliographical references. Available on the Internet via the World Wide Web.

Target of dissertation is assess current condition of marketing communication particular municipality and compare with situaction of marketing communication diferent from municipality. Analysis including describing of two at a time municipality and theirs concrete orientation in a marketing communication. And suggest him improvement in this sphere.

<p>The phenomenon of blogs is growing rapidly and is expected to increase even in a more rapid pace (Technorati, 2006, November 6). As Wright (2006) discuss; blogs provides a new way of communicating with customers, as customers want to be talked with, not to. Companies have newly started to pay attention to this and as a result, the concept of blog marketing has been born. The little research that has been done on blog marketing has been done from a company perspective. However, no or little research has yet considered how consumers use blogs. In order to use blogs as a communication tool, it is of huge importance for companies to understand how consumers use blogs in their decision making. Hence the purpose is;</p><p>“To explore how and why consumers use blogs in their decision making process“</p><p>In order to answer this purpose we conducted nine interviews on young adults, as previous research suggests that this population use blogs the most (Tremayne, 2007). From the collected data a qualitative analyze was made in which the empirical findings was analyzed with support of the theoretical framework.</p><p>From the analysis we found that consumers use blogs throughout their decision making. Within the consumers’ decision making, collaborative blogs was mostly used as the consumers could get more input from a larger audience and because this type of blog tended to cover a specific topic of interest for the consumers. Consumers were found mainly writing in the blogs when they had knowledge to contribute with or when they needed information that they could not otherwise find in the blogs.</p><p>We also noticed that consumers turned to groups they belonged to, so called normative group, or they turned to groups that they did not belong to, so called comparative groups. These groups influenced the consumer by providing them with knowledge and by giving them positive and negative confirmation on their choice of purchase. However normative groups also persuaded the consumer to buy products in order to belong to the group.</p><p>Besides this, a pattern of characteristics of the individuals that the consumer blogged with were noticed. Consumers wanted user experiences and thus the vast majority of these individuals they turned to, seemed to be consumers themselves, with relevant product experiences. The consumers also seem to blog more with certain individuals, whose opinions were valued more. These individuals often shared the latest information on products.</p><p>Lastly we found that consumers seemed to be selective when reading blog posts. The blog posts needed to contain detailed- and up-to-date information. Moreover, consumers wanted blog post to be written by other consumers because they saw them as more credible then companies. The consumers also chose to read blog posts that show similarities be-tween the consumer and the blogger in terms of either usage pattern of product or preference for product choices.</p>

Práce se zabývá marketingovými aktivitami společnosti Telefónica O2 Czech Republic, a.s. v roce 2009. Tyto aktivity analyzuje ze dvou pohledů, z pohledu rezidentního a korporátního. Součástí práce je i konkurenční analýza a porovnání aktivit největších konkurentů společnosti Telefónica O2. The thesis deals with Telefónica O2 marketing activities over the year of 2009. These marketing activites are analysed from residential/consumer and business point of view. Part of the thesis is also competition analysis.

This thesis describes in theory tools of marketing communication and in particular their practical use in influencing the image of MINI brand and its products. It analyzes typical MINI customers. The thesis describes the position of the brand on the Czech automotive market and aims to recommend marketing activities that will lead to higher sales of MINI products in the Czech Republic.

Motrio is a brand of non-original spare parts, that belongs to the Renault Group portfolio and that is successful within few last years which are influenced by the economic crisis. The concept is based on the low price offer of the spare parts. The object is to create an optimal marketing B2B communication for the Motrio brand in the R3 site (independent services) in the region of Middle Europe (Czech republic, Slovakia and Hungary).