Analýza marketingové komunikace e-shopů se spodním prádlem na českém trhu

This bachelor thesis deals with the analysis of marketing communication of selected e-shops operating on the Czech market. Specifically, it focuses on e-shops whose main product is men and female underwear. The theoretical part describes the basic terminology, concerning the selected topic. This work will initially characterize marketing and communication, in which individual marketing tools are defined, and then the focus will shift to the description of new marketing trends. The practical part analyses three preselected e-shops. The aim of this work is to evaluate the communication and activities of the internet stores, which is followed by an evaluation of these comparisons and a formulation of specific recommendations for possible improvements associated with the marketing communications of the selected e-shops.