E-marketing from multinational company and sports club point of view

Souhrn: E-marketing nebo-li snaha obchodni spolecnosti informovat o vyrobcich a sluzbach, propagovat a prodavat je pomoci internetu, je pomerne novou marketingovou disciplinou, jejiz pocatky sahaji do druhe poloviny devadesatych let minuleho stoleti. Tato diplomova prace strucne mapuje vyvoj e-marketingu, jeho jednotlive soucasti a ukazuje jeho praktickou implementaci v prostfedi nadnarodni firmy a ceskeho sportovniho klubu. Cilem je porovnat jednotlive strategic obou firem, ale pfedevsim se zamyslet nad jejich pfistupem k tomuto novemu komunikacnimu kanalu jako celku, nad tim jakym zpusobem a k jakemu druhu komunikaceje vyuzivan. Summary: E-marketing also referred to as marketing of products or services over the internet is relatively new specialization in marketing beginning of which is dated back to late nineties. This thesis briefly describes development of e-marketing, it's individual parts and points out it's ways of adaptation in the field of multinational company a Czech sports club. The goal of the thesis is to compare strategies but in the first place to focus on different approaches both companies have towards this new marketing discipline and to show how e-marketing is being used in different areas of business. Klicova slova e-marketing, e-komerce, internetova reklama, Eli Lilly, ZVVZ USK Praha..