The bachelor's thesis deals with the comparison and evaluation of the effectiveness of online marketing of two companies from different business fields. The comparison is made on the basis of real data obtained during marketing communication for a certain period of time. The work is divided into theoretical and practical part. The theoretical part deals with the general concept of marketing, the definition of online marketing, tools used in online marketing, defines the measurements and met... zobrazit celý abstraktThe bachelor's thesis deals with the comparison and evaluation of the effectiveness of online marketing of two companies from different business fields. The comparison is made on the basis of real data obtained during marketing communication for a certain period of time. The work is divided into theoretical and practical part. The theoretical part deals with the general concept of marketing, the definition of online marketing, tools used in online marketing, defines the measurements and metrics used to evaluate the results of communication effectiveness and discusses new trends in the field. In the practical part, an analysis of marketing communication of companies is performed, which ends with interpretation and evaluation, comparison of results and recommendations. |