Browsing by Author "Čížek, Tomáš"
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- ItemMarketingová analýza webu Policie České republiky(Technická Univerzita v Liberci, 2012) Čížek, Tomáš; Skrbek, JanThe Police of the Czech Republic as an organization providing services to the citizens by law have a quite unique market position. Nevertheless, the Police use a relatively new and modern form of marketing communication such as website of the Police of the Czech Republic. This Thesis is focused on the analysis of PCR website from the perspective of modern and in the history of the Police completely unique marketing promotion tool. The theoretical part shows the growing importance of Internet marketing and information systems and describes the integration of marketing in the organizational structure of a modern security corps to which the Police certainly transforms. Intranet is also mentioned here as a tool of internal marketing of PCR. The analytical part describes in detail the structure of the website and its subsequent analysis in terms of accessibility, usability, traffic and rankings in Internet search engines, content, information availability, use of colours, fonts and background, traffic and ratings of Internet users. The aim of the Thesis was to analyze the PCR website from the perspective of importance of marketing, identify its shortcomings and present concrete proposals and steps how to increase the effectiveness of the website so that it corresponds with the requirements and expectations of users. Stated conclusions are based on results of a research carried out and survey of reputable companies TNS AISA and NetMonitor.
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