Online Marketing Communication

In the world of internet, there is increasingly growing importance of online marketing, which is necessary for the existence of the company, therefore the submitted work deals with on-line marketing communication for the e-shop with aim to increase the competitiveness of the selected e-shop on the market. The concept of the work is based on processing the theoretical part, where is explained the meaning of marketing promotion and marketing communication including used marketing tools. This is followed by a practical part, where the task is to analyze the current state of on-line marketing communication of Lilian.cz e-shop, which is engaged in internet sales of Czech caring cosmetics. For this purpose the marketing tools for on-line promotion are subjected to research, on the basis of this research are selected tools, in which the e-shop has weaknesses or which are not used yet, although it would increase its level of promotion on the internet. On the basis of this information is created a suggestion of on-line marketing communication, which would rectify identified shortcomings, expand portfolio of yet utilized online marketing tools and thus improve the position of the e-shop among others on the internet