Analýza marketingové komunikace e-shopu s nábytkem na internetu

Abstract

The aim of the dissertation is to evaluate the current state of marketing communications and web presentation of Nábytok a interiér. On the base of analysis to propose recommendations to make the elements of marketing communications more efficient and to make using the company websites easier. In the first chapter I focused on characteristics of the company and the current state of web presentation. The following chapter is devoted to the theory of marketing communications mix, and testing usability of the web. The methodology describes procedures and methods to perform the analysis of using the elements of marketing communications in Nábytok a interiér by comparison with the competition. Based on the analysis, I found some deficiencies in PR and communications on Facebook. The second part of the methodology focuses on describing testing the usability web pages with depth individual interviews. This testing revealed significant problems in the usability of the website presentation by common users. Proposals and recommendations concerning the effectiveness of marketing communication and improve website usability.