Katedra marketingu, obchodu a služeb / Department of Marketing, Trade and Services

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Poslední příspěvky

Eger, Ludvík , Komárková, Lenka , Zákružná, Veronika
Perceptions of personalization in company-consumer interactions on social network: experiment conducted in the Czech republic

Social media has revolutionized the way in which organizations communicate with their customers and stakeholders. Therefore, understanding the characteristics that influence the interactivity and the relationship between an organization and its page visitors is essential for the capability of an ...

Mičík, Michal , Kunešová, Hana
Using an eye tracker to optimise career websites as a communication channel with Generation Y

SciPy is an open-source scientific computing library for the Python programming language. Since its initial release in2001, SciPy has become a de facto standard for leveraging scientific algorithms in Python, with over 600 unique code contributors, thousands of dependent packages, over 100,0...

Hommerová, Dita , Hellbach, Christiane
Identifying the Specifics of Marketing Communication of Non-profit Organizations in a Case Study of the Czech Republic

This article deals with the specifics of marketing communication of non-profit organizations in the Czech Republic. For the section dedicated to recommendations, the results of a research study of the marketing communication of non-profit organizations in the Czech Republic conducted in 2015...

Stěhulová, Jitka , Hommerová, Dita
A Non-profit Organization Fundraising Plan – A Case Study of the Hospice of Saint Lazarus, Pilsen

The task of fundraising is to set up and maintain relations between a non-profit organization and those surrounding it. The creation of a stable and diverse circle of donors contributes to the long-term sustainability of the entity. Public relations is an important activity that&#x...

Hommerová, Dita , Šrédl, Karel , Vrbková, Lucie , Svoboda, Roman
The Perception of CSR Activities in a Selected Segment of McDonald’s Customers in the Czech Republic and Its Effect on Their Purchasing Behavior - A Case Study

This case study presents the results of research which focused on the perception of corporate social responsibility (CSR) activities by customers in a target segment of a selected fast-food chain in Czechia and its impact on their purchasing behavior. A total of 264 duly compl...