The aim of the thesis was to identify used types of Guerilla marketing in Czech market on the basis of theoretical material and its practical application in the Czech Republic and to suggest options for a particular company.

This diploma thesis has been prepared on the theme: The influence of the legislative environment governing the sale of pharmaceuticals in ČR - on the loyalty program of Pharmacy ALMA. In the first part was performed an analysis of the legislative environment. In another part of thesis the loyalty program was evaluated. Loyalty program was evaluated as a whole. Were also evaluated marketing events held in the Pharmacy ALMA during 2010 and 2011. The result of thesis was that the loyalty program is benefits for Pharmacy ALMA. The operation of a loyalty program is cost-effective for Pharmacy ALMA. Pharmacy should also carry out marketing campaigns because it has a positive effect on clients of pharmacy.

The goal of this thesis is to evaluate the used sales promotion in selected company Motor Jikov Group and based on examined data to suggest potential solution for improving the current situation.

This thesis is focusing on the sales promotion at a selected retail unit. The theoretical part of this work focuses on history of trade, its diversification, functions and specifics. The following chapter describes marketing communications and is split into 5 different categories advertisement, personal selling, sales promotion, public relations and direct marketing. The literary recherche concludes with a chapter about marketing research, which is focused on methods used in practical part of the work. The purpose of this thesis is to evaluate sales promotion focused on consumers in a selected retail unit and to bring proposals for development of sales promotion. For the purposes of the work, Penny Market in Veseli nad Luznici have been chosen, where surveys and one-on-one in-depth interview with the manager of the store have been carried out. Based on the results from processing collected data, recommendations to improve development in the selected store are proposed.

A significant amount of pharmaceutical marketing literature is available. Most of this marketing has doctors, physicians and specialists as main target audience due to the fact that, historically, these medical professionals were the main pharmaceutical purchase decision makers. Pharmaceutical marketing literature has, historically, also been biased towards the private health sector for obvious reasons as the private health sector constitutes the minority of the pharmaceutical market but with a significantly enormous purchasing power than the public healthcare market, constituting the biggest pharmaceutical market in numbers. It is not surprising therefore that majority of pharmaceutical marketing models have been tailor made for the private healthcare market as the growing number of pharmaceutical companies compete for a piece of the small but extremely profitable private healthcare market. South Africa is no exception as it reflects exactly the same pharmaceutical landscape as described above. For growth purposes, pharmaceutical companies have been showing a continued interest in the public healthcare market in Africa as the vast numbers of the African population present an opportunity for pharmaceutical sales. The inspiration of this research study emanated from the realisation that, in order for pharmaceutical companies to take advantage of the looming African opportunity, there is very little literature on pharmaceutical marketing in the public health sector of which majority of the African market constitutes. This study therefore investigates the impact of marketing communication mix elements on pharmaceutical purchasing decisions for pharmaceuticals in the public health sector in South Africa. Personal selling, public relations and promotions are the marketing communications mix elements being investigated in this study as they are the most commonly utilised in the pharmaceutical industry. Therefore, the study aims to develop an understanding on which of the chosen marketing communications mix elements has the most influence on the pharmaceutical purchasing decisions in the context of the public health sector in South Africa. The study also aims to explore the causal effects of such influences in the public health sector in South Africa. The findings will be valuable to pharmaceutical marketers that are trying to tap in the public health sector market as it is different from the private health sector. The study employs more qualitative approach. A small sample was utilised from the public health sector in the Eastern Cape Province in South Africa. Semi structured interviews were used to collect data which was analysed using grounded theory data analysis methodology. Empirical results revealed that personal selling influences pharmaceutical purchasing decision the most and promotions the least. Mitigating factors were uncovered to assist in optimising the marketing communication efforts for marketers in this sector.

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The master thesis "The role of in-store promotion in the launch of Nescafé Dolce Gusto brand in the Czech market" analyses the importance of in-store tasting as one of the fundamental tool of the whole launch. The thesis is divided into two parts -- theoretical and practical. The theoretical part results from the area of marketing mix and focuses on commercial communications with all their tools and emphasizes the sales and in-store promotion. The thesis also deals with a brand theory. Firstly, the practical part considers the Nescafé Dolce Gusto brand and the coffee market and then it analyses particular means of the launch, included the in-store promotion. The thesis also contains own questionnaire research which gives a basis for the evaluation of current strategy with in-store promotion as one of the fundamental tool of the launch of the Nescafé Dolce Gusto brand. The thesis is ended by recommendations for future.

Thesis disserts upon consumer contests and competitions. It defines their position among other sales promotion tools and studies their specifics. Describes the fundamental steps of the organization of contests as well as the legislative background. The practical part of the thesis is based on field research and aims to get an idea of consumers' attitudes to competitions. It attempts to propose an ideal model of consumer contests.

The theme of the thesis is "The sales support and its specifics." The first part describes the topic from a theoretical point of view and it is drawn largely from literature. The aim of the work is an analysis of sales promotions within the company Tupperware Czech Republic, which belongs between the companies of direct sales. It is also prepared a brief comparison with other representative - the company Oriflame Czech Republic. For to create the holistic view of the subject there was conducted the guestionnaire probe based on the opinion of consultants. Along with other information all has led to a proposal of a wider use of the Internet and social networks (specifically Facebook) as a potential future development of sales support.

This diploma thesis deals with the analysis and evaluation of marketing communication at Data Daemon, s.r.o., dealing with industrial automation. In the theoretical part are described the theoretical starting points of work on the given topic of marketing research on the B2B market. In the analytical part, the necessary analyzes are made to propose a new communication mix for this company. Suggestions for improving the communication mix are summarized in the third chapter of this diploma thesis.