Objective of the research described in this article is to make an analysis of the usage of marketing communication using both traditional Internet communication channels as well as Social Media Networks by the Czech companies. Primary research was made through on-line questionnaire. Companies across the branches and size categories within the Czech economy were addressed. Companies were selected from the www.firmy.cz portal. Only companies with their own web domain were addressed. The typical respondents were mostly from middle management, especially managers from the marketing or commercial departments. The final number of questionnaire respondents covered in the research is 1009. The main research method was questioning. The questionnaire consisted of three sections with the scale answer questions mainly. Google Refine was used for data processing and Microsoft Excel for statistical processing and graphic outputs of the research. Evaluated results show significant gaps in usage of Internet communication tools in marketing of Czech companies and also deficiency between clear understanding of the respondents how Social Media should be used in marketing communication and real use in the companies. This deficiency was statistically tested and relation between respondents’ perception of the importance of Social Media use for bidirectional communication with stakeholders and non-use of Social Media for bidirectional communication with stakeholders by respondents’ company was confirmed.

Objective of the research described in this article is to analyze and compare the use of social media communication channels in Czech, Slovak and Swiss product innovation oriented companies, where Swiss set of the companies is used as a benchmark. Primary research was made through manual activity scanning of the selected companies within social media. European company database Amadeus provided by Bureau van Dijk was used for the company selection in all three countries under the same search criteria. There were made two research sets of the companies in each country. One set covers top turnover product innovation oriented companies, second set avoided product innovation orientation search criteria and covers top companies by turnover in the respective country. Each particular sample set covered 74 to 100 companies. Activities of the selected companies on Facebook, YouTube, Twitter, Google+ and LinkedIn were manually scanned and particular metrics were scaled. Microso Excel was used for storing, statistical processing and graphic outputs of the research. Evaluated results show signifi cant gaps in use of social media communication tools in Czech and Slovak companies comparing to Swiss benchmark. It has been also confi rmed that social media communication activity in product innovation oriented companies is equal to other companies. The hypotheses were statistically tested and results confi rmed.

Universities have to face many changes in the sector of higher education caused by the current dynamic development in this sector. With the decline in state support, increased competition and unfavourable demographic progress, universities are forced to establish and improve their relationships with new and existing stakeholders. Research on relationships among universities and stakeholders has historically focused on the diff erent factors and their infl uence on improving stakeholder satisfaction with the quality of university services and on strengthening cooperation. Some studies are focused on stakeholders' classifi cation according to their importance for higher education institutions. However, there are fewer scientifi c studies which concentrate on the intricacies of managing stakeholder satisfaction according to key areas of Universities. This study aims to design a conceptual scheme for managing stakeholder satisfaction depending on the importance of stakeholders in the key fi elds of Universities. The research was done in three steps. As the fi rst stage, university stakeholders were identifi ed via interview. In the second stage, the following key fi elds relating to university activities were identifi ed via focus group -education, science and research, premises and technology. In the third stage, the importance of the particular stakeholders was identifi ed for the fi elds mentioned in the stage two. In order to gain the necessary information, a set interview method was chosen. Native students were identifi ed as the most important stakeholder for the fi eld -education, academic staff as the most important for the fi eld -research and development and enterprises as the most important stakeholder for the fi eld -premises and equipment. The results of the research conducted provided the authors with a convenient base for formulating the conceptual scheme for managing stakeholder universities' satisfaction.

The original article was already published in issue four of this year. Here, in issue six the same article was erroneously duplicated.

This paper deals with the issue of optimal price determination. Price determination is a matter of high importance in both the academic community and managerial practices. The aim of the paper is to present a novel method of price determination based on reference price. The method presented is inspired by a fuzzy sets graphical interpretation and provides an alternative approach to the standard product price determination problem. It uses the satisfaction of customers as well as product sellers to find the optimal price for particular market. The method is based on two fundamental steps. First the method of product perception for a single customer is developed and then the method for the whole market is derived. The individual changing trend of customers` willingness to pay at each price level constitutes the essence of the method presented. The application of the suggested method is presented via empirical data obtained from the snowboard market. The results have a direct impact on managerial decision-making of the seller in terms of pricing. The resultant price given by the analysis conducted through the suggested method allows sellers to maximize the revenues related to a particular product. Moreover if the seller's goal is not to maximize revenues, but to achieve maximal market share, the price should be the same as the optimal willingness to pay price. These conclusions are explicitly mentioned in order to demonstrate that the suggested approach allows the definition of custom objectives by the seller.