Thesis (Ph. D.)--University of Texas at Austin, 2003. / Vita. Includes bibliographical references. Available also from UMI Company.

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.

There are very few professional authors who focus in their written works on current and future development on internet. It is due to the fact that it is very difficult to estimate how this field will develop. It is very easy to make a mistake in predictions and authors usually try to avoid them. Another reason why there are not many official publications on this subject is a very fast deterioration of information in this field. On the other hand, I believe it is necessary for marketers to analyze current and future development as it enables them to prepare company and its products for the future. Aim of my thesis is to identify trends in marketing on internet in the most developped countries, describe the situation on the Czech internet with emphasis on verifying if foreign trends have reached Czech republic. Based on these findings I will formulate advices for marketers in the Czech republic. My secondary goal is to describe practical usage of different tools on internet.

Thesis (Ph. D.)--University of Texas at Austin, 2005. / Supervisor: John D. Leckenby. Vita. Includes bibliographical references.

Práce odhaluje stěžejní faktory, jež stojí za úspěšnou aktivitou společnosti ABradio, a. s, která provozuje (kromě jiných činností) veliké množství rádiových stanic po internetu. Zároveň zjišťuje vnitřní i vnější negativní prvky ovlivňující podnik. Stručně se zabývá i konkurencí firmy na čekém trhu. V závěru je navržen postup na odstranění úzkých míst s cílem přispět k lepším výsledkům organizace a způsobu její činnosti uvnitř i navenek.

The thesis is dealing with information technologies with an emphasis on the Internet, Internet marketing and its special regions of SEO, SEM and PPC, which mutual comparison makes the focal point of my work. The theoretical part is a successive analysis of the influences of the Internet marketing, SEM and SEO. Then, it states and explains the particular items the optimization of searchers is based upon. The following parts contain the analysis and questionnaires that are related to the region of the searchers. The theoretical part is concluded with an explanation of the principle of the PPC advertising systems and gives a description of the two most widely used ones -- Sklik and AdWords. The practical part starts with an application of the particular theoretical knowledge on the real examples of some websites. This is followed by two practical examples of websites (a standard one and an e-shop) that draw comparison between the PPC advertising and optimization of searchers. The evaluation at the end of the thesis shows the conditions worth using SEO, and, on the contrary, the cases when using of the PPC advertising campaigns would be more preferable. The desired outcome of my thesis would be to help assess the conditions when the right and quality SEO application is or is not the right choice among the other brands of Internet marketing; and give an example of how cheaper (or more expensive) than the PPC advertising campaigns the optimization could be.

The first, theoretical part is dedicated to a complete summary of the theory behind the banner advertising in general -- starting at the very beginning of internet advertising in the past, to today's latest forms of internet advertising campaigns. In this part you can also find an exact description of functionality of these models and their possible options. The following, practical part is focused on implementing the new model for buying and selling space for advertising on the web. This part of my Thesis includes analysis of functionality, advantages and disadvantages for the use of the new model and analysis of issues that occurred during its implementation. A questionnaire has been developed and used to analyze this. My Theses concludes with proposed recommendations and future development of the new model.

The study of the internet marketing tools for a small business. The paper show optimal strategy and options such as SEO, SMO, viral marketing and others, that can be used to improve the sales and visibility of the company.

Thesis (Ph.D.)--Hong Kong Polytechnic University), 2006. / Adviser: Ting-Kwong Luk. Includes bibliographical references.

Thesis (Ph. D.)--University of Texas at Austin, 2002. / Vita. Includes bibliographical references. Available also from UMI Company.