Univ., Diss.--Trier, 2002. / Literaturverz. S. [302] - 341.

Thesis (Ph.D.)--Mississippi State University. Department of Marketing, Quantitative Analysis, and Business Law. / Title from title screen. Includes bibliographical references.

The thesis is focused on the issue of the importance of information for marketing management. The aim of this thesis is to identify and analyze information relevant to marketing management in a company. The work is divided into two parts theoretical part and practical part. The theoretical part of the thesis defines the basic terms and defines the building of marketing information system. The practical part on the knowledge gained from the theoretical part describes in detail the process of the building practical marketing information system in real company, using the specific practical examples. The last part of the thesis presents own research, which confirms correct functioning marketing information system in the company. Conclusion of the work confirms the stated main hypothesis.

Companies are forced to looking for a new ways to reach customers because of an increasing market competition. That is the reason why the search is moving beyond companies borders and they are commming together and cooperating. The diploma thesis is analysing the ways of cooperation by a law firm and recommending a proposals for improving of the current level of cooperation in selected areas and better using of the communication tools.

No description available.

The subject of this Master's thesis is social media and its utilization in tourism marketing. The aim of the thesis is to determine which social media are most useful for tourism marketing and identify effective ways of social media marketing in tourism. The opening chapter deals with the development and current state of the Internet, digital marketing and individual types of social media. The second chapter examines the influence of social media on travelers and trends in social media marketing. The next chapter contains analysis and evaluation a survey among users of social networking sites. The last chapter is dedicated to analysis and comparison of marketing activities of two competitive tour operators on social media. The main findings of the thesis are summarized in its conclusion.

The thesis deals with the topic of marketing planning of a cultural project. Its aim is to create a marketing plan for the year 2018 and to analyze the specifics of a cultural project from the viewpoint of tourism and internet background. The theoretical part describes the theory of marketing planning with the focus on the theory of specifics in culture and tourism. The practical part presents the creation of a short-term marketing plan for the project Skryte pribehy for the year 2018 The marketing plan of the project takes into consideration the current needs of the project with the focus on trends in product-marketing, mobile app and web-sites. The conclusions are supported by an interview with the founder of the project and expert interview.

This Master´s Thesis focuses on the sharing economy and more importantly, on one of the main pioneers of this phenomenon, which is Uber. Uber is presented as a typical example when describing possibilities and problems connected with the sharing economy. The thesis is divided into two main parts - the theoretical part and the practical part. The theoretical part deals with theoretical terms that are essential for a better understanding of the second, practical, part. It involves a complex description of the term sharing economy and its main driving force - Millennials (Generation Y). Furthermore, there are described terms such as marketing environmental analysis and marketing mix analysis, which are put into practice and presented on Uber in the latter part of this thesis. This thesis focuses on marketing activities of Uber in the Czech Republic and that also includes a questionnaire survey. The main goal of this thesis is to describe current marketing activities of Uber in the Czech Republic, to present findings about brand awareness of Uber in the Czech Republic and its customer satisfaction and consequently, to make recommendations on possible marketing activities, that could help Uber in the Czech Republic to meet its objectives and/or unfold its potential. The partial objective of this thesis is to put together a complex set of characteristics of the sharing economy.

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.

This thesis concerns with effectiveness of cause related marketing, the promotion tool, by which the firm tries to positively influence relations with consumers. In first three chapters the tool of cause related marketing is presented, some examples of successful foreign and also home campaigns are given, and facts about perception and attitudes of American consumers especially the Millenial generation members toward the cause related marketing are placed here. In next four chapters the thesis concerns with own research of attitudes of Czech millenials, analyses the outcomes and compares the differences in answers according to sex, age and the place of living. At the end some contrasts in the attitudes of Czech and American consumers are studied.