The main focus of this dissertation thesis is the use of virtual worlds in marketing with a special focus on the virtual world known as Second Life. The Second Life environment research was conducted in several steps. The first step was personal online observation of Second Life where the Czech Republic has its representation in a company called Bohemia. The purpose of this online research was to find out respondents{\crq} subconscious, their experiences, and how they perceive the economic subjects which are presented in this virtual world.The research of the virtual world Second Life continued by creating five case studies of selected economic subjects, which are present in Second Life. For this reason the following were picked, Raiffeisenbank, CzechTourism agency, Pivovary Staropramen a.s. virtual pub. The other two case studies were focused on education and therefore Philosophical Faculty of University Palackého Olomouc and an entrant from private sector WebSchool s.r.o. company were chosen. The data obtained from this research helped to apply a Cost benefit analysis in the virtual pub Staropramen case study. This analysis is one of the possible methods of economic assessment of the investment related existence in Second Life.On the basis of information gained from personal online research and completed analysis I projected a process of entrance into the virtual world Second Life with the use of select marketing tools. These tools are folded so that any subject that considers the use Second Life as one of the innovative ways of marketing communication is able to fulfill its goals and will not end up as a passive background of this virtual world. For this reason, I consider the main goal of this dissertation to be achieved.

In my dissertation I made a marketing research of group of small and middle sized companies. The research deals with common marketing instruments in running the small and middle sized companies (mainly basic marketing mix - 4P). The results of my own marketing research are compared with results of marketing research which was made in 2004 and 2005 by Faculty of Economics and Administration of Masaryk University of Brno.

This thesis focuses on the topic of marketing strategy of FTV Prima s.r.o. in the television market. The main objective of this thesis is the definition of marketing activities and the use of marketing tools by FTV Prima, a company operating nationwide TV broadcast television stations Prima, Prima COOL, Prima Love and Prima ZOOM, leading to a better position in the television market. The theoretical part of the thesis is the application of marketing mix 4P in the television as a media. The practical part is a description of the inner workings of FTV Prima in connection with charting the television market

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.

The diploma thesis is focused on developing the competitiveness of the company using proposals within the marketing mix. The business of the company is the production of photo calendars. The first part of the thesis is focused on theoretical background, which is followed by an analytical part, containing analysis of general and field environment and other analyzes that lead to the evaluation of the company. The last part includes suggestions for changes in the marketing mix, which will lead to the fulfillment of the goal of the work.

Master´s thesis proposes a marketing communication for 1. FC Brno joint-stock company. Studied company´s business activities are focused on specific segment of market with substantial use of marketig tools. Prezentation itself is based on some important analysis.

Foi realizado um estudo entre 10 dentistas da cidade de Itu, interior do estado de São Paulo, para avaliar o impacto do conhecimento e aplicação das ferramentas de marketing nos consultórios odontológicos. Para isso foi feito um levantamento inicial e selecionado profissionais que não haviam tido nenhum contato especifico com cursos ou consultorias de marketing anteriormente. O protocolo final sugerido com 11Ps foi uma fusão adaptada baseada nas tradicionais ferramentas de marketing divulgadas por Kotler o mix de marketing; os 4P`s de serviço e complementares desenvolvidos e creditados a Lovelock; as estratégias de marketing baseadas nas armas da Madia Matrix e finalmente num plano de carreira com orientação financeira e qualidade de vida. Em apenas quatro meses todos os pesquisados tiveram expressivas melhorias de posicionamento e estratégia, aumento na receita bruta mensal, mudança de atitudes através das ferramentas sugeridas e finalmente grande percepção da importância do marketing aplicado em suas vidas profissionais. Os resultados demonstraram que o marketing pode ser um recurso eficiente, pode ser melhor utilizado pelos dentistas e deve ser visto como um aliado imprescindível na condução da sua vida profissional. / The research was conducted among 10 dentists in the city of Itu, in state of São Paulo, to evaluate the impact of knowledge and application of marketing tools in the dental office. To this research was done an initial survey and selected only professionals who had not any contact with specific courses or marketing consultancies previously. The final protocol with 11 Ps was suggested based on the traditional Marketing Mix released by Kotler, the 4 Ps Lovelock supplementary and complementary actions based on weapons of Madia Marketing Matrix and a career plan with financial quidance and quality of life. In less than four months all subjects had significant improvements in positioning and strategy, increase in gross monthly income, changing attitudes through the suggested tools and finally great sense of the importance of marketing applied in their professional lives. The results demonstrated that marketing can be a efficient tool that can be better used and should be a great allied in their career.

For the gastronomy facilities it's very difficult to keep their position in the gastronomy market. If the restaurant wants to be successful it must reflect need and expecations of its customers. The most important factors are: environment of restaurants, excellent cuisine, professional service and good marketing. The facility can use a lot of marketing tools, which are constantly changing due to rapid development of information and communication technologies. The aim of this thesis is interpretation of discount sites as a new marketing tool for gastronomy facilities. Theoretical part deals with general marketing issues in gastronomy and it describe the principle of discount sites. The aim of the practical part is to gain practical knowledge and experiance how the model of discount servers it works in the gastronomy sector. The issue is analyzed from two points of view. The first is from gastronomy facility (how gastronomy facilities use discount servers and what positives bring to them). The second point of view is the angle from customer, whether the client is satisfied with the offer of discount servers. Materials for this section were obtained on the basis of interviews with some of discount sites, with co-owner of the restaurant "Mimoměsto" who used 3 times the offer discount servers in the past and on fieldwork based on research in 15 selected gastronomy facilities which participated on discount servers. Discount sites are very young dynamic industry, which began flourish in the CR. Czech customers are getting used to them and like them. In the future is expected growth in turnover of discount sites, but a reduction of their number to keep only reliable ones on the market.

Guerrilla marketing is a relatively new way of doing marketing. It is initially used by small companies and/or individuals allowing them to act like large companies. However, more and more large companies use Guerrilla marketing these days. The usage of Guerrilla management can bring advantages but can also increase risks. At this moment little research is done about the way how large companies manage the reputational risk associated with Guerrilla marketing. This is a problem in both science and practise. The purpose of this thesis is therefore to contribute to the understanding of how large companies manage the possible reputational risk that Guerrilla marketing and the communication of Guerrilla marketing brings along. This research is based on several theories, both emerging and dominant about Guerrilla marketing, Viral Marketing, Buzz marketing, Reputational risk and Reputational Risk Management. To do the research, in-depth interviews were held with experts when it comes to managing reputational risk and new marketing tools of four large companies based in Sweden. The analyses show that large companies manage the increasing reputational risks in some extend. Main findings are that the companies do not monitor Guerrilla marketing processes and do not have a central coordination for reputational risk management. This shows that not all companies are really aware of the risk that new marketing tools bring along and do not have a solid reputational risk management.

Bakalauro baigiamajame darbe nagrinėjamos įmonės „Stoke Travel” interentinio marketingo priemonės. Pagrindinis tyrimo tikslas, aptarus internetinio marketingo priemones teoriniu požiūriu ir atlikus anketinę apklausą, bei interviu, ištirti kaip respondentai vertina įmones naudojamas internetinio marketingo priemones, bei pasiūlyti įmonei tinkamiausias interentinio marketingo priemones. / In this Bachelor’s Degree Work companies “Stoke Travel” Internet marketing tools are analyzing. The main objective is after researching theoretical background of the subject to conduct a survey and interview to find out companies internet marketing tools dimension, their clients internet use peculiarity and clients evaluation to the companies used internet marketing tools.