Internet marketing in SME

Lukáš Vorel

Master's thesis

Internetový marketing v malých a středních společnostech

Abstract:

Tato diplomová práce v anglickém jazyce zkoumá konkrétní aplikace internetového marketingu k propagaci malých a středních společností podnikajících v oblasti služeb, a to v širším kontextu takzvané "nové ekonomiky". Práce detailně popisuje jednotlivé nástroje internetového marketingu a diskutuje jejich relevanci a možnosti využití v příslušné oblasti. V aplikační části práce jsou prakticky otestovány možnosti marketingu ve vyhledávačích, konkrétně v Google AdWords, a to na příkladu skutečné marketingové kampaně konkrétní malé společnosti.

Abstract:

This thesis aims to explore concrete ways of application of internet marketing for promotion of a small service oriented business-to-business (B2B) company in broader context of the so-called new economy. To support the validity of the presented applications the thesis first draws on well-established theory of marketing concepts. In the second part of the paper, the role of internet marketing in business strategy of small and medium sized enterprises is explored. The thesis then continues with detailed description of particular tools of internet marketing and discusses their relevance and most appropriate application in the chosen field. In the application part of this thesis, the tools of Google Search Engine Marketing, which are perceived as the most efficient agent of small business promotion, are field-tested in a real small business promotion campaign. Finally, the thesis concludes with discussion of possibilities of future development in the field of internet marketing and sums up the overall findings of this paper. Throughout this thesis, the examined new technologies are regarded through the lenses of practical experience reported by their users and, at the same time, with consideration to established theoretical framework.

Keywords

internetový marketing, SEO, malé a střední společnosti

Keywords

small and medium enterprises, internet marketing, search engine marketing

Language used: English

Date on which the thesis was submitted / produced: 10. 12. 2009

Thesis defence

• Date of defence: 14. 6. 2010
• Supervisor: Bohumír Štědroň
• Reader: Jana Halířová

Vysoká škola ekonomická v Praze

Master programme / field:
Ekonomika a management / International Management