This thesis examines how small green Swedish farm shops are using green marketing and why customers are buying from small green farm shops. To examine this, two farm shops were chosen based on specific criteria; Gudmundsgården and Skrea Ost. The owners were interviewed about their marketing strategies and a questionnaire were handed out to their customers, regarding their attitudes towards green products and farm shops, in order to collect data from two perspectives and compare the farm shops’ perspective to the customers’ perspective. Both interviews resulted in similarities and differences between the farm shops regarding different marketing strategies and approaches, where customer relationships were the most important one. From the customers’ perspective, it was concluded that if a product was considered green, the green customers did not care much about the location of the farm shop or the price of the product. They are willing to drive further and pay more if they know that there are no additives in the product and that it has lower environmental harm. The research contributes with new knowledge about small green farm shops in Sweden, their marketing strategies and the importance of relationships.

The thesis is focuse on contemporary brand marketing, which these days is increasingly facing with oversupply and increasing competition. More than ever before, marketing is becoming the most important components of the company management, especially in FMCG companies. In the theoretical part I deal with the key concepts of marketing and describe in detail the marketing and the communication mix of B2C companies. I will get to the topic of brand marketing and the areas associated with it, such as marketing research, marketing and communications strategies based on business objectives. In the practical part the reader will get a chance to see the detailed proces of new product launch onto the Czech market within the canned vegetables segment and the retail chain. In the first half I will describe the product launch and the steps taken with regards to communication. I will describe the current market trends within the pickled vegetable´s market and the development of competitive brands, especially the problem of the growing influence of private labels. The second part will describe the communication mix of the launched novelty and the proposed changes based on the findings. At the end I will propose the new ATL support for the novelty

A main topic of thesis has been new product launch of lever arch file OneTip. The goal has been to evaluate propriety and correctness of marketing tools used. I defined crucial project points and set up my own solutions and proposals in marketing recommendation chapter.

The diploma thesis "Marketing strategy of a chosen travel trade company" deals with the situation in a spa hotel Royal. The aim of the diploma thesis is to elaborate the situation analysis of the hotel, to describe and evaluate the contemporary marketing strategy and to make suggestions for the further strategy improvement. The diploma thesis is divided into two main parts -- theoretical and practical. The theoretical part is focused on important definitions of marketing strategy and on the procedures needed for the right chosen marketing strategy. The practical part deals with the current situation in the spa hotel Royal. It includes the elaboration of situation analysis, the description of contemporary marketing strategy including marketing mix and the suggestions for further improvement and development.

The aim of my thesis is the description and the analysis of the strategy. The thesis appreciate the Marketing mix of the retailer and the competitive strategy. I tried to describe the whole competitive position of the retailer in the market and the ability to compete.

Marketing has always been a key subject in commercial organisations, being an integral part of the business strategy and plans. In the non-profit sector, there is still a reticence towards the subject, often seen as either unnecessary or even a waste of the often very limited financial resources. As a reaction to that, this work discusses the importance and use of marketing in non-profit organisations and explores the issues around the subject with relation to the non-profit entities as well from a theoretical point of view as through case studies where the marketing efforts of a number of different non-profit organisations were analysed. The overall objective is to prove that also in non-profit organisations marketing should be an integral part of the overall business plan and is key to the overall success of the non-profit organisation.

The main objective of my diploma thesis is on the basis of the analysis and comparison of advertising campaigns of selected banks to find answer for questions, how people perceive the bank advertisement, what character have bank advertisement, what target groups the banks in advertising messages to achieve, what media they use, how high sums they spend for purchase of media space by year, how these advertising campaigns show in profits of banks and to propose the banks new possibilities of communication, which they can direct the current and potential clients.

The subject of my diploma thesis is the marketing communication of Astra Praha dancing school. The main purpose was to create the right communication mix in order to stabilize current situation and enable further development of the company. The main subject consists of various parts which are: mapping of theoretic basis focused on marketing of services, marketing analysis of Prague dancing schools' market, analysis of Astra Praha dancing school as well as analysis of elements of marketing mix being used by the company. The thesis is based as well on my personal experience as a tutor in Astra Praha dancing school (more then ten years). This was fundamental when proceeding detail analysis of customer behavior and process analysis in the school. I have also the opportunity to research in praxis of Astra Praha dancing school as well as other dancing schools across Czech Republic the theoretic basis. This contributed to even better understanding of strengths and weaknesses of Astra Praha dancing school and its position on the market. Astra Praha dancing school was not using any kind of electronic database at the time. Therefore it was necessary to gather all relevant data and build a new customer care / marketing database. Some other suggestions and ideas stated in my thesis were also discussed and implemented before the finalization of this work. I chose the marketing communication for a topic of this thesis because I think it is the weakest point of the company's strategy. Therefore it represents serious thread to its next development and success and I hope this work could provide some strategic recommendation. Nevertheless, the most important benefit of this work seems to be the instant change of Astra Praha director's perception of the marketing management and its link to the overall company's management.

This thesis describes the main aspects of event business organization, mainly specificities of conferences business around Europe and Russian Federation. Theoretical part includes service marketing and marketing mix. Practical part is focused on the conference organization by Jacob Fleming Company. Some examples of conference materials are provided at the end of the thesis.

In my thesis I analyze the market position of three traditional brands from Opavia portfolio. The main part of analyses is focused on Tatranky Opavia. My thesis is structured as a comparison of marketing mixes of Tatranky, Fidorka, Kolonada. In the end next steps for the future of Tatranky are stated.