In today’s competitive business environment, banks operate in a severe rivalry due to various factors, including globalisation, fast technological developments and homogeneous nature of banks services. For this reason, building valuable brands is crucial in differentiating banks and adding value to the banking services. The research problem that emerged was: investigating the major bank marketing communication tools to examine their impact on building bank brand equity. The researcher went about in achieving this purpose by: identifying the major marketing communication tools used by banks that help build bank brand equity via the customer-based brand equity (CBBE) dimensions from customers’ perspective; and testing and analysing the hypotheses in order to develop the final research model. In order for this purpose to be attained, two research questions were answered: what are the major bank marketing communication tools that help build bank brand equity? Which hypotheses regarding the impact of the major bank marketing communication tools on building bank brand equity via the CBBE dimensions are supported in this study? This research was carried out in the Egyptian banking sector from the customer perspective. Mixed-method research was used. The first phase was the qualitative research approach, which consists of conducting and analysing semi-structured interviews. These interviews were carried out with fifteen bank customers based on judgmental sampling technique. The purpose of these interviews were to identify the major bank marketing communication tools that help build bank brand equity via the CBBE dimensions; to help develop a proposed conceptual framework; to help develop the research hypotheses; and to help develop the intended questionnaire survey. According to the findings, advertising, personal selling and direct marketing were the most popular marketing communication tools in the Egyptian society for banks. Once the needed insights were emerged, the second phase, the quantitative phase, was conducted. The researcher distributed and collected large-scale questionnaire survey. These questionnaires were carried out with 465 bank customers based on a quota sampling technique. These questionnaires were then analysed by using Structural Equation Modelling (SEM) to test and analyse the research hypotheses; and to help develop the final research model. Findings showed that the major bank marketing communication tools consist of personal selling, direct marketing and advertising respectively according to their importance on building bank brand equity. Given the fact that all CBBE dimensions are interrelated, not all of them directly impact bank brand equity. Only brand loyalty and brand perceived quality were found to have a significant positive direct effect on bank brand equity. When conducting this study, the researcher faced several limitations. The data were collected only in Cairo and Alexandria; only the major controllable marketing communication tools were assessed, and non-probability sampling was used.

The first part of my master thesis is devoted to theoretical knowledge, which will be then used as a basis for the second part. In this theoretical part will be introduced basic concepts related to marketing communications. This part is also focused on the main aspects of marketing communications in pharmacy, including legislative restrictions in the Czech Republic, the current development of the pharmaceutical industry and trends in this area. The second part is dedicated to the practical application of knowledge from the theoretical part. Main focus in the practical part is on the execution of own research. Main task in this research will be to determine what level of awareness do respondents have (from the general public and healthcare professionals) about brand Panadol and its products for children. And also what impact has the current marketing communication on consumers behavior. Based on the findings from the theoretical part, suggestions made by respondents from both parts of the research, after viewing additional information obtained from the MML data and after considering the current use of marketing communication tools (used by GlaxoSmithKline) will be prepared my own proposal for the use of these communication tools. Research method will be direct electronic survey used for respondents from the general public, which will complement the method of structured personal interviewing of experts. In conclusion of the master thesis I will make a summary of the main findings of this thesis together with my own opinion on the thesis subject.

This master's thesis explores the impact of marketing communication tools on consumer behavior in the Russian alcohol market. Russia is a dark market. The dark market is a market where outdoor advertising is prohibited, as well as advertising on TV and radio. As such, communications with consumers in these markets are strongly regulated by the government. The study provides an overview of current trends in the alcohol market in the world and in Russia. The purpose of this study is to analyse Russian consumers' perceptions of marketing tools and the impact of these promotion tools on the purchase of strong alcohol under the AIDA model. For this purpose, the study examines the legislation governing the Russian alcohol market. The paper provides a description and classification of channels and instruments used in communications with consumers in the dark market conditions. Further, the perception of these methods by Russian consumers under the AIDA model is considered. The study identified the most effective channels of communication for marketing companies. Moreover, the ethical aspect of promoting alcohol products was discussed. The survey results showed that Russian consumers are loyal to both alcohol advertising and the market in general, as well as to their own brands. These results can be used by companies to create marketing campaigns and plan their budgets.

Changing and development characterize all areas of life in contemporary world, also businesses have begun to move from traditional marketing approaches to relationship marketing which is a customer based approach. New marketing strategies and application have developed for reaching more customers and keeping existing customers. Marketing communication tools are one of these marketing strategies. However, the application of these strategies like marketing communication tools is based on enterprises ́ budget. In this context,small enterprises are more influencedthan large organizations as relating to high costs. This study examines a fundamental issue using marketing communication tools by small businesses, i.e., the functions such toolsto build new customers or keep existing customers. I argue that small firms face some challenges applyingmarketing communication tools such as, financial limitations and lack of marketing experience. In addition, the fact that small firms struggle with theselimitations has been studied through this study. A qualitative research strategy has been applied with the semi-structured interviews to collect the data for this study. In order to collect data for this study appropriate sampling strategy was used and this study includes primary data about three micro and small restaurants that are available and accessible in the environment that is in northern Sweden, Umeå. The interviews have been structured based on the previous theories identified in marketing communication tools. To summarize, basing on analyzingfindings the most used marketing communication tools advertising, Internet and sales promotion by three small restaurants and financial limitations have been most important barriers to applymarketing communication tools by small restaurant businesses. Because of this reason, small sized restaurants have not used marketing communication tools according to their needs. The results of this study also show that although the importance of marketing communication tools is known by small firms, but these businesses cannot encourage for improving their marketing activities because of challenging limitations. For improving the known potential efficiency of marketing communication tools for small firms, marketing communication tools should be used as professionally by small firms and small firms should separate budget to use these tools.

The objective of this diploma thesis is evaluation of marketing communication tools which are used by company Bohemia Trade CZ s.r.o., afterthat the concept of solution of improvement in this sphere. The base of elaboration of this thesis and achieving the objective was processing of data and information, which were gathered from intercompany materials and supplied by examinated company.

The thesis deals with marketing communication of Grandhotel Zvon. The thesis includes theoretical introduction, basic information about Grandhotel Zvon, marketing mix (4P), analysis of current marketing communication and the costs of this communication. The final part presents suggestions and recommendations, especially creating a profile on social networks.

Magistro baigiamajame darbe išanalizuota ir įvertinta Lietuvos viešbučiuose taikomų internetinės rinkodaros priemonių efektyvumas, iškeltos pagrindinės internetinės rinkodaros naudojimo problemos bei pateikti siūlymai, kaip šias problemas spręsti. Pirmoje darbo dalyje, remiantis įvairiais Lietuvos ir užsienio autoriais pateikiama internetinės rinkodaros samprata, teoriniu aspektu tiriamas internetinės rinkodaros turinys, tikslai, komunikacijos priemonės, sąsaja su socialiniais tinklais. Taip pat nagrinėjamos ir optimizavimo paieškos sistemoms bei ryšių su klientais valdymo sąvokos. Antroje dalyje analizuojamos ir vertinamos internetinės rinkodaros tendencijos Lietuvoje ir pasaulyje. Trečioje darbo dalyje aptariama tyrimų metodika bei organizavimas. Ketvirtoje dalyje nagrinėjama paslaugų gavėjų patirtis ir ekspertų požiūris į internetinę rinkodarą, jos priemones bei tų priemonių taikymo efektyvumą. Išnagrinėjus teorinius internetinės rinkodaros aspektus ir tendencijas bei abiejų pusių požiūrius, yra pateikiamso išvados bei siūlymai. / Master's thesis analyzes and evaluates efficiency of internet marketing measures used in Lithuanian hotels, brings up the main challenges for the use of online marketing and provides suggestions how to solve the problems. In the first part of the work, using the literature of different Lithuanian and foreign authors, the concept of online marketing is presented, the content of online marketing as well as objectives, means of communication and interface with social networks are studied from a theoretical point of view. This section also analyzes the concepts of search engine optimization and customer relationship management. The second part analyzes and assesses the trends of online marketing trends in Lithuania and worldwide. The third chapter discusses the research methodology and organization. The fourth section analyzes the user‘s experience and expert approach to online marketing, its tools and effectiveness of their application. Conclusions and suggestions are presented after theoretical analysis of online marketing aspects, trends and attitudes of both sides.

The aim of this thesis is on the basis of theoretical knowledge and empirical data to analyze previous communication activities and to suggest recommendations on communication strategy for small enterprise -- UNO DUE beauty salon, which is operating in Prague. We also put attention on the special features of used communication tools and channels determinated by nationality of owners, employees and clients. The thesis is divided in 2 parts: teoretical and practical. First part is going to explain such basic terms as marketing, marketing and communication mix, services, marketing and communication strategy. Second part is about small enterprise UNO DUE beauty salon and recommedations on its communication strategy on the basis of situation analysis, evaluation of previous communication activities and own research.

The thesis "Communication planning in Algotech in 2013" is practically based work with an objective to plan marketing communication of the company for 2013. The planning is based on the current company communication analysis and both communication goals and new trends in marketing communication are taken into consideration. The theoretical part is focused on substance of communication, communication process and tools of communication mix. In the practical part, there is the introduction of company Algotech, analysis of its communication strategy and proposal of communication plan for 2013 inclusive recommendation to utilize new trends in marketing communication and also the evaluation of executed marketing communication plan.

This thesis is focused on promoting the company Winery Josef Uher through Internet market. This is especially the design of appropriate ways of selling products of analyzed company using the internet and several options of internet promotion thanks to which the Josef Uher Winery will atrract new customers. The thesis contains theoretical knowledge of solved problems, further analysis focused on exploring the external and internal environment of the company, e-commerce and questionnaire investigation. The main part of this work depicts some ideas which should help the companies to attract new customers in the future, ensure better marketing of products and thus achieving greater profit.