Analýza marketingových aktivit vybraného eshopu

The content of this bachelor thesis is analyze marketing activities of the selected e-shop, par-ticularly internet marketing. The thesis describes forms of internet marketing and is focused on backlinks analysis. The practical part is applied to competitive environment of shops with vol-leyball equipment. The main objective of thesis is analyze internet marketing e-shop Sportex.cz from perspective of competing subject, which has no information from inside of firm. The next objective is find out whether and why the e-shop is leader in selected segment of the market and what is the competitive advantage. The last objective is create the recommendation to potential subjects which want to break into a market and decide if it is a good idea or not. In the theoretical introduction is explained what internet marketing means and is compared with other types of marketing. In next step are the forms of internet marketing briefly de-scribed. At the beginning of the practical part is inserted a chapter about selection and defini-tion of the competitive environment and it is chosen e-shop for detailed analysis. The ending summarizes the results of analysis and evaluated if was achieved the objective of thesis. Contribution of this thesis it should be create a model solution how to analyze internet market-ing e-shop, especially backlinks and also evaluate the results of the analysis for a selected seg-ment of the market.