This Thesis deals with the behavior of consumers when shopping on the Internet. The aim was to find out what factors influence the behavior of consumers when shopping online, how the consumers decide when shopping on the Internet and how they think that specific e-shop should look like. To obtain the necessary primary data, the technique of quantitative online interviews was used. Furthermore, the primary data were supplemented by secondary data obtained from research MML-TGI. Based on the analysis of primary and secondary data, a list of recommendations for new and established e-shops was made. Advice, how to become a successful Internet shop, were related both to arising and establishing e-shops, recommendations also focused on the facts, which payment methods and forms of transport should e-shop provide and how the website should look like.

The aim of this master's thesis is to created a business plan for a new project in area of retro furnishings. The thesis consists of two sections. The first being a theoretical part contains general principles and recommendations for compiling a business plan, deals with its structure and analyzes the individual points.In the practical part is created a business plan for the project. The structure and concent is based on the theoretical part. Among other things, the plan is focused mainly on the target market, marketing stratégy and financial plan. Main user of the business plan is the author of the thesis, which it will use for the project.

This Master´s thesis entitled Modern marketing communication tools and their use of a particular online store dedicated to modern methods of promotion on the Internet market of fashion in the Czech Republic, namely the largest of these deals ZOOT.cz. The aim of the work is based on quantitative and qualitative research to evaluate the use of modern tools of marketing communication in the example mentioned internet business when compared with other entities. The theoretical part of this thesis provides a definition of Internet marketing and the entire online environment, as well as a description of various marketing tools along with outlining their modern forms. In the practical part is to analyse these tools with an online shop ZOOT.cz. The main sources of data are the results of a survey from ZOOT called Fashion Report, data from Sklik to new service Retargeting about the effectiveness of its use, as well as the conclusions of individual and group interviews with employees of ZOOT or internal documents online stores on the effectiveness of individual used instruments. The results of these studies show that if companies use modern marketing communication tools, they are still more emphasis on the rapid inclusion of innovations into business activities, providing superior customer service, but also a form of monitoring advertisements for competitors.

This thesis gives an insight into the field of internet marketing with a special focus on Search Engine Optimization (SEO). For the purpose of this thesis one website is selected and analysed in order to determine how successfully SEO has been performed. Different sources of visitors are analyzed and their activity is measured. The goal of this thesis is to give a set of recommendations to the operators of this website. Based on those recommendations the operators should be able to increase the number of visitors. In addition, this work also contains a comprehensive overview of basic internet marketing methods with a more detailed overview of different factors which influence SEO. This focus is both on OnPage and OffPage factors.

This diploma thesis concerns the analyses of a particular e-shop selling specialized sports equipment. The first part of the thesis deals with a theoretical background of the internet marketing. In the next part the thesis analyses the e-shop, its competitors and compares them with each other. The main part of the thesis includes new proposals that should lead to the better and stronger position in the market and make the selling increase. In conclusion, the thesis evaluetes these propasals in terms of how it shall contribute to the increase of competitiveness of the e-shop.

In the last few years there has been a great development of e-shops and their usage. More and more customers are searching for the opportunity to buy products and services through the internet shops. This is related to the fact that more and more emphasis is placed on their applicability. This thesis deals with the quality of the site and the needs of the application and descibes the use of interactive elements. All the mentioned options are applied in this thesis and compared to the specific e-shop. As a part of the user usability testing there is also a suggestion for corrective actions of discovered deficiencies.

Aim of this thesis is the analysis and proposal of changes in marketing strategy of Internet Company. The theoretical part of work focuses on the specifics of doing business on the Internet. The part continues with the description of Internet marketing. The analytical part of the thesis defines the business environment of the selected company, including market analysis and situational analysis. The analysis of marketing strategy of the company follows. At the end of the work the information were synthesized and evaluated. On the basis of these synthesized information the final suggestions were recommended to innovate the company marketing strategy

Diploma thesis studies the topic of on-line communication as a part of communication mix and marketing mix. It's closely connected with rapid technological development. It's therefore necessary to monitor trends, which are also part of the thesis. Based on the theoretical backgound, analysis of Czech internet and advertising environment and research of Czech firm's approach to on-line communication, author deals with the importance of on-line forms in comparison to other parts of communication mix. The outputs of the above are applied in the analysis of FMCG producer's on-line communication mix and competitive activities also. These findings are further formulated in recommendations for more effective on-line communication of analysed company and also serves to determine the new strategy.

Diploma thesis The practical marketing sales web optimization introduces to the reader the problematic of the Internet sales channel. The first chapter provides general aspects of internet business and introduces the concrete web, which is then used to validate the proposed procedures in the practical part of the Thesis. The chapter, entitled Initial analysis provides detailed analysis on a real Internet business, from technical, content and marketing perspective. The chapter Optimization applies and comments practical optimization steps in technical, content and marketing field. All the procedures proposed, and the result achieved are documented based on a verification using standard and recognized web analytics tool, web site traffic reporting tool and trades evaluation tools. The closing chapter Evaluation of optimization, evaluates the changes and extensions implemented and proposes additional both supplementary and strategic changes for the future.

Diploma thesis focus on dynamically developing medium -- Internet and its usage for marketing needs. At first the thesis describes the basics of internet and it's grow into the medium we know from today. It is followed by the description of marketing communication on the internet. It describes the communication from the first internet banner to the start of mass internet communication, social media and mobile marketing. It describes the opportunity of the smartphones. Theoretical knowledge is used in practical part which describes mid-sized internet campaign realized with the tools described in the theoretical part.