Made available in DSpace on 2010-04-20T20:19:49Z (GMT). No. of bitstreams: 0 Previous issue date: 2000-09-21T00:00:00Z / Mostra os usos da Internet como canal de serviços ao cliente. Aborda o papel dos serviços ao cliente como estratégia de marketing em um empresa que vende farinhas de trigo e outros produtos comoditizados. Aponta oportunidades para utilização de serviços ao cliente para diferenciação e obtenção de vantagem competitiva.

Made available in DSpace on 2010-04-20T20:20:56Z (GMT). No. of bitstreams: 0 Previous issue date: 2001-04-18T00:00:00Z / Trata dos modelos de negócio que as empresas adotam para implantar o comércio eletrônico e obter vantagens competitivas. Aborda as características dos modelos de negócio, assim como, as estratégias e a dinâmica organizacional inerentes ao processo.

Legal aspects of the online marketing The ever-growing role and importance of the Internet in today's society encourages the quick development of a relatively young and dynamic field - online marketing. Since the central goal of the online marketing is to maximize the profits of the given entity, commercial interest may easily get into the conflict with the interests of others. However, endangered entities are not only competing entities, but very often the customers themselves, addressing of which is much easier and cheaper in the Internet than in the "real world." In addition, in recent years the importance of the issue of the Internet users' privacy has been growing. Legal responses mainly consist in the public regulation, the compliance of which is supervised by the executor of the public administration appointed to do this by the legislator. However, also private regulation is worth mentioning, which is usually used primarily by competitors of the infringing entity rather than by consumers themselves. This thesis at first introduces the field of online marketing and its tools and consequently deals with the examination of the legal regulation in more detail, including the impact on practice. The aim of the thesis is to look at the legal regulation from the point of view of the practice, which...

Esta investigación busca describir algunos de los principales aspectos del comportamiento del consumidor on-line de turismo low-cost peruano, de 20 a 30 años de los NSE A y B, así como describir los insights de este nuevo consumidor que sirvan para generar un perfil utilizable en futuras investigaciones como una herramienta de información y referencia en el entorno digital. / Trabajo de investigación

This thesis defines search engine optimization (SEO) and search engine marketing (SEM) issues. Thesis is divided into several parts which are closely connected to each other. First part of the thesis regards general formulas and terms definitions. In the second part the development on the field of SEO in last two years with accent of main changes which have happened till now is described. A market development in full-text browsers area and a search engine marketing development (where internet is perceived as a marketing instrument) in Czech Republic during years 2004 -- 2009 are also mentioned here. Third part shows opportunities of SEM including the most popular applications description, such as Sklik, AdWords or Etarget, social networks or catalogues. Fourth part concerns web pages analysis and data evaluation, let us say the ways how to analyze and evaluate these pages. Last part of my thesis consists of a practical review of methods and processes, which are described in previous parts of the thesis, with using shoes e-shop example. Here the whole process from opening analysis through keywords analysis till source codes editing and obtaining of external links by web catalogues are described. In addition to the optimization process is part of this thesis also chapter which describes the launch of advertising systems such as Sklik, AdWords and Etarget including evaluation of results and success of particular advertising campaigns realized through these systems. The conclusion of the practical section summarizes the benefits and knowledge that have been achieved by optimizing and which are applicable to other similar projects, which appear across all web in huge numbers. Potential reader of this thesis gets an overview of the current market state concerning full-text browsers in the Czech Republic and search engine marketing. The reader also discovers SEO changes which happened in last two years. Based on mentioned practical part of the thesis the reader should be able to apply basic knowledge in this area, including the basic PPC settings and including analysis of results and their evaluation.

Internet and Internet communication technologies have become an integral part of life for most of us. Commercial potential of these technologies has already been identified. The advent of new forms of communication and sharing content on the Internet, so-called Web 2.0, brought new trend to our lives. This new trend with great potential for further commercialization of the Internet, are social networks. This thesis deals mainly with issues of use of social networks for commercial communication. Social networks offers a wide range of opportunities for business development on the Internet in the future. Volume of use of social networks in the future depends not only on users of social networks, but also on skills and experience of corporate entities. The goal of the thesis is to provide a comprehensive view on this issue, analyze the current uses of each commercial channel on social networks and provide insight to possible future progress. The work is divided into three chapters. The first, theoretical part, defines online communication channels, social networks and analyse basic problems of commercial use of social networks. In the second part author provides an overview of the possibilities of use of social networks and their potential, their advantages and disadvantages. And also methods how to enter a field of social networking with a business. The third part is a case study of use of social networks for business development in a particular company. In this charter author applies knowledge from the theoretical part. Reader of the thesis should thus gain a complete understanding of the issues of commercial uses of social networks. In theoretical, and also in practical direction. The thesis could thus be a applicable guide for the use of all the opportunities that social networks provide these days. The benefit for the reader should be the ability to apply theoretical and practical procedures for developing their own business.

The objective of the thesis is to inform about new trends in internet marketing and its application for creation of the marketing strategy of the beginning internet shop Originálníbrýle.cz. In the first part, I compare e-commerce in Czech Republic with other states of European Union. In this part I also explain traditional marketing terms and their adaptation to changing environment of internet. In the second part of the thesis, I analyze the market on which the internet shop is trying to succeed. I also carry out a questionnaire survey that is supposed to unveil additional information about customers. In this part of the thesis, I create the marketing strategy. In the end of the thesis I introduce which of my recommendations the internet shop executed. I also state their overall output.

The thesis analyzes the selected entity in tourism and explores the use of online marketing tools in its activities, in which especially their own website and official page on the social network Facebook play a crucial role. The aim of this work is on the basis of statistical data and analysis to assess the use of online marketing tools of chosen subject. On the basis of these information will be given some recommendations for improving its online marketing communications. The theoretical part focuses on the history of the Internet and the development of Internet users. Internet is compared with traditional advertising media and also some forms of online marketing are presented. The selected entity is exploring working with online marketing tools and it is analyzed their successful use.

Purpose of this Master's thesis is to develop the way how to create marketing strategy for the new company's Internet portal, which provides booking services. Work contains current situation analysis for external and internal surroundings of booking systems. Based on made analysis are developed new ways and recommendations for further process to Internet portal promotion and gain new users.

Los cambios tecnológicos, y el comportamiento de los consumidores en los medios digitales han convertido al marketing digital en una pieza fundamental para las pequeñas y medianas empresas. Hoy marcas tienen el deber de estar donde su consumidor está y realizar ahí sus estrategias digitales bien planificadas, monitorizadas y ejecutadas para llegar a sus objetivos con éxito; eso ha motivado a esta investigación, que tuvo por objetivo proponer estrategias de marketing digital para la empresa Saola Boutique, ubicada en la Ciudad de Chiclayo, con la intención de establecer a la empresa en el mercado de manera sostenida en el tiempo. El estudio fue de tipo propositivo, de enfoque cuantitativo, no experimental y de corte transversal. Para ello, se consiguió información importante tanto como de las clientes de la empresa y suscriptoras a sus redes sociales, mediante encuestas, en cuanto al procesamiento de datos se recurrió a la estadística descriptiva con los programas Excel y SPSS; se interpretó la información obtenida de acuerdo con los resultados de las encuestas aplicadas. Obteniéndose como resultados que casi el 90% de las encuestadas sigue a un fanpage de ropa femenina y el 60% ha adquirido alguna prenda por internet, concluyéndose así que es posible generar ventas y desarrollar una relación con el cliente, a través de estrategias de marketing digital, siendo de vital importancia establecer un plan de contenidos, lanzar mensualmente campañas publicitarias mediante sus redes sociales y no descartar la implementación de una página web, con un contenido atractivo.