The thesis contains the theoretical basis for study of possibilities of pricing information goods. The source areas are microeconomics, marketing, competitive advantage and economics of information goods. The model of market is created with constraints defined on the ground of theoretical basis. The thesis analyzes requirements that define the system that supports the choice of pricing strategy. It includes detailed design of the prototype of such system. The prototype is designed with robustness because of the future improvements. The design describes the prototype's input parameters and their transformation into useful outputs that cover basic characteristics of information goods. The designed prototype is implemented. The thesis includes demonstration of the prototype and possible directions for improvements that lead to validity of proposed model of market.

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.

This thesis analyzes the commercial real estate market in Brno, with a focus on the fol-purchasing center. It also deals with determining the marketing strategy of OC Olympia. The marketing strategy was created SWOT analysis, and from it created proposals or recommendations for increasing visitor center. Next been created a competition analysis and market research around the center.