The advent of digital cameras, including those in smartphones, has caused an upheaval in the photo industry that led to the bankruptcy of Kodak and the closure of most independent photo stores. The purpose of this multiple case study was to explore marketing strategies that specialty photo retailers in the United States have used to grow revenues after the shift to digital imaging technologies. The conceptual framework of this study was Rogers's diffusion of innovations model specifying typical movement of information through communications channels in a social system over time. Data sources included semistructured interviews with 5 photo retailers, photos of facilities and pointof- sales displays, website pages, and social media. Data were analyzed using inductive coding of phrases and words from interviews, followed by identification of common themes. Additional data gleaned from participants' displays, websites, and other documents supported interpretations of themes through methodological triangulation. Strategies that the 5 participating retailers used to grow revenues were manifest in 3 major themes: adoption of new technologies, market segmentation, and marketing communications. Study participants described various strategies to acquire customers including the use of technology (e.g., enterprise-level management systems), defining market segments underserved by competitors, and customizing marketing communications for specific targeted segments. A viable retail channel can produce social change by providing sources of information on new products that can enhance consumers' lives and create economic growth via new jobs.

Zugl.: Münster (Westfalen), Universiẗat, Diss., 2007.

Analyse of communication strategy of Schäfer Boutique company. Definition of concepts and recommendation in branch of marketing communication.

This paper focuses on the electronic trade in the Czech Republic and on its current state. Goal of the thesis is to formulate the strategy for employing and operation of the electronic shop which would be understandable for the wide public and create a concrete proposal of the electronic shop including the strategy for the submitter. Theoretical part of the thesis focuses on defining the electronic shop as a concept. There is also an analysis of the current state in the Czech Republic there. Empirical part then formulates the strategy for implementation and operation of the electronic shop and makes a proposal of the strategy for the submitter.

This master's thesis deals with the proposal of e-commerce BezPopelniku.cz which sells electronic cigarettes and accessories. The theoretical part explains the concepts and methods that are used in other parts of the thesis. The second part is devoted to analyzing the market of electronic cigarettes in the Czech Republic, SWOT analysis, requirements for the technical features of e-commerce platform, analysis of external and internal environment of the company and ultimately a risk analysis of the project. The third part of the thesis defines procedures for the right proposal of e-commerce, contains proposals for specific competitive advantages and describes the use of marketing tools to promote the store.

Pochopení digitální transformace společností v segmentu Business-to-Customer, to je hlavní smysl teoretické části této práce. Konkrétně, jak je touto transformací ovlivněno vytváření business modelu a digitální strategie společností v retailovém odvětví. Avšak hlavním účelem práce je ukázat tuto transformaci na příkladu obuvní a oděvnické společnosti Geox S.p.A, konkrétně její dceřiné společnosti Geox Deutschland Gbmh (dále jen Geox). Největší důraz je kladen na dvě oblasti digitální transformace. Prvně, jak mohou být využity on-line kanály a technologie obecně spojené s digitalizací ke zvýšení příjmů. Druhou oblastí je zkoumání příležitosti v oblasti sběru dat pomocí digitákních technologii a využití těchto dat s cílem zvýšit úroveň nákupních zkušenosti zákazníků této společnosti. Vyhodnocení úrovně digitalizace německého trhu je založeno na analýze kvalitativních dat, schromážděných ze sekundárních zdrojů. Tato metoda se ukázala být jako velmi efektivní v poskytnutí detailního pohledu do této oblasti. V rámci investigace vlastní digitálni strategie společnosti Geox byly opět většinou použity sekundární data; jen v několika oblastech kde to bylo realistické byly vyhodnoceny primární data. Výsledky analýz odhalily že společnost Geox dala do své digitální transformace poměrně mnoho usílí, primárně v oblastech sjednocování online a offline kanálů, marketingu na sociálních sítí, vývoji content managementu a růstu povědomí o značce Geox díky několika interaktivním kampaním. Nicméně, analýza odhalila i nadmíru slabin v digitální strategii společnosti Geox. Konkrétně nedostačující mobilní strategie, chybějící digitální technologie v kamenných obchodech, nevyhovující spolupráce mezi vedením Geox a lokálními prodejci v tvorbě marketingových kampaní, chabě personalizované webové stránky a nefungující zasílání nabídek na míru konkrétním zákazníkům. Obecně tedy může být konstatováno, že navzdory věnovanému úsilí do digitální transformace se společnosti Geox v některých oblastech nedaří přizpůsobit moderním trendům. Pročež je v závěrečné části práce identifikováno několik doporučení pro společnost Geox, za účelem eliminace slabin zmíněných výše a udržení konkurenceschopnosti do budoucna.

Due to digitalization, e-commerce and online presence is something most of us take for granted. Companies are moving more towards an internet-based arena of sales, rather than traditional commerce in physical stores. This development has led to that firms’ choses to market themselves through various online channels such as social media. Big data is our digital DNA that we leave behind on every part of the internet that we utilize. Big data has become an international commodity that can be sold, stored and used. The authors of this thesis have investigated the way international firms extract and use big data to construct customized marketing for their customers. This thesis has also examined the ethical perspective of how this commodity is handled and used, and people’s perception regarding the matter. This is interesting to investigate since very few researches has been previously conducted combining big data usage with ethics. To accomplish the aim of this thesis, significant theory has been reviewed and accounted for. Also, a qualitative research has been conducted, where two large companies that are working closely with big data has been investigated through a case-study. The authors have also conducted six semi-structured interviews with people between the age of 20-30 years old. The outcome of this thesis shows the importance of implementing ethics within the concept and usage of big data and provide insight into the mind of the consumer that has been lacking in previous research of this subject.

The aim of the thesis was to analyze shopping behaviour of online supermarket customers in South Bohemia region and to suggests, which strategies could help the company improve its marketing communication. For this thesis was chosen an e-shop with grocery Plná taška ltd. Plná taška is the first e-shop with grocery in South Bohemia. The whole thesis is divided into a theoretical and a practical part. Theoretical part is based on study of scientific literature and especially on more recent internet resources. In theoretical part are described terms such as consumer behaviour, specifics of retailing, e-commerce and details of online sale of food are defined. The practical part includes analyses of buying behaviour in the field of the purchasing grocery online. The analyses are based on results of questionnaire survey with data collection from 404 respondents. Based on the results of research three target groups were defined. For these groups more specific consumer behaviour was determined. Based on this consumer behaviour personas and recommendations for marketing communication for them were defined. The thesis includes proposals of banner, which can be used on social network Facebook.

The diploma thesis deals with marketing mix of the online store ESHOP TENNIS, s.r.o. The result of the thesis should be, due to theoretical knowledge and analysis of the current situation, proposals for changes of marketing mix for better marketing communication of the company, conversions growth, the number of customers and better company awareness as well. First part is focused to theoretical level of marketing and its communication, second part analyzes current situation of marketing activities and third part comes with proposals to improve current situation, the conditions of their implementation and evaluate the benefits.

In this thesis I have created a draft marketing strategy for the Fashion category of an In-ternet company together with the analysis of internal and external internet trade. The the-sis includes also a marketing research focused on current customers and their buying be-havior. Specific proposals for changes of the user interface and web marketing mix stra-tegies with a focus on communication strategy of the company are also included. The result of this work are specific suggestions and recommendations which would help the company to achieve its strategic goals.