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.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:136225 |
| Date | January 2012 |
| Creators | Hodboď, Radek |
| Contributors | Postler, Milan, Raiman, Alexander |
| Publisher | Vysoká škola ekonomická v Praze |
| Source Sets | Czech ETDs |
| Language | Czech |
| Detected Language | English |
| Type | info:eu-repo/semantics/masterThesis |
| Rights | info:eu-repo/semantics/restrictedAccess |
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