The thesis deals with e-mail marketing. It focuses on identifying factors that affect the behavior of users of e-mail and newsletter subscribers. It evaluates the role of e-mail marketing as a part of communication mix of companies and e-shops, current trends, e-mail campaigns, e-mail marketing software provider. To study the behavior of users of e-mail and newsletter subscribers a questionnaire survey was conducted on a sample of 610 respondents and in-depth interviews (n = 30). Content analysis was used to analyze electronic commercial communication. The results allowed to formulate recommendations for creation of e-mail campaigns of e-shops, Internet shops and other companies.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:178727 |
| Date | January 2014 |
| Creators | Jurnečková, Jana |
| 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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