E-marketing jako nástroj komunikačního mixu

Abstract

The aim of the bachelor thesis is the analysis of current state of the company. E-marketing is used as a tool for influencing customers on the social network Facebook. Customers are informed about products and services of the company. A competition for prizes is used to increase the number of customers. The first section of the bachelor thesis defines basic terms, e.g. e-marketing, e-business, e-commerce, Internet marketing for B2C, marketing environment and many others. The next part deals with analysis of competition, analysis of the market and customers. Various methods of analyses are used, e.g. SWOT analysis, Boston matrix or Porter analysis of competitive strength. The last chapter deals with evaluation and recommendation for each method.