Internetová marketingová komunikace firmy na B2B trhu

Abstract

The goal of the bachelor thesis was to find out what attitude the customers of eD´System a.s. to ongoing promotions. Promotions were analyzed with respect to the company's biggest competitors and analyzed by the company's e-mail campaigns. Shortcomings of ongoing promotions were investigated using a questionnaire survey. The results of the analysis will suggest recommendations that may lead to improvements in the creation of new promotions and email campaigns. The thesis is divided into two main chapters, theoretical and practical. The content of the theoretical part is a description of the company in terms of microenvironment and macroenvironment. This chapter also contains the theoretical basis of internet marketing communication. The practical part is devoted to analysis. An analysis of the questionnaire survey focused on company promotions was performed. The questionnaire survey was conducted within the company database, when the questionnaire was sent to active customers on the Czech market. This section also includes an evaluation of promotions for competing companies that are being compared here. They were selected on the basis of a different message and different target customers. The company can use the results of this work to improve the creation of promotions and email campaigns.