Diss. Helsinki School of Economics. / Text in English with abstract in English and Finnish. Includes bibliographical references (p. 211-219).

The master thesis is concerned with the impact of online and offline marketing. These effects are researched in the conditions of United Arab Emirates and its telecommunication industry. The goal of the thesis is to identify the effects of offline and online marketing tools on consumer behavior in the UAE telecommunication industry. The main added value of the thesis is brought through primary research that was conducted on the sample of 100 respondents living in the UAE. The results show the increasing importance of online marketing tools and stress the significance of synergic effects of implementing adequate online and offline marketing tools.

The theoretical part of this thesis named "The Analysis of Consumer Behavior of Women in the Age of Internet" describes the contemporary state of social media. The greatest attention is devoted to Internet forums and their ability to influence the consumer behavior of women in the era of Internet. The thesis also deals with the use of Internet marketing on these social forums. The practical part of the thesis is focused on the survey centered upon the greatest Czech discussion server for women -- Omlazení.cz and carried out in the form of questionnaires. The results of the survey were analyzed and on their basis the effect of individual discussions on the purchase of certain products was revealed.

Doctoral thesis Specifics of Consumer Behavior on Cultural Heritage Market is a market research based analysis of visitors of museums and galleries. The main goal of the work is to describe and segment the audiences, find out stimuli influencing visitor behavior, visitor motivation and lifestyle in order to suggest new marketing strategies attracting either new visitors or to turn occasional visitors into clients. The first part uses the theoretical microeconomic approach for analyzing the demand for cultural heritage; the price policy and price strategies of museums and galleries, and results in socially justified price of merit goods. The second part compares the Czech "consumer" of cultural heritage with an average consumer behavior in the same markets within the European Union and the U.S.A. The main part of the thesis consists of the research project based on quantitative descriptive research among museum and gallery visitors. The sample size is 543 respondents. Respondents were interviewed from September 2008 to March 2009 (personal intercept interview) in 25 organizations (from large and important institutions to small and regional organizations). The research project uses the nonprobability (convenience) sample of those who came to a museum, gallery or exhibition. The thesis results in the recommendation of marketing strategies for museums and galleries.