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    <pre style="white-space:pre-line"><code>Rejstřík

          N                                  Online marketingová komunikace 18,
          Nadnárodní značky 182, 308           129, 152, 154, 160, 166, 172, 179,
          Nákupčí 26, 225                      199, 219–223
          Nákupní                            Online média 7, 14, 17, 18, 42, 152, 153,
                                               158–164, 179, 222, 230–232, 248,
          −  chování 6, 15, 16, 18, 21, 24–27, 39,   257, 275, 297, 309, 319
             52, 57, 72, 75, 88, 99, 100, 103, 145,   Opinion leaders 73
             146, 152, 158, 177, 219, 221, 226,
             230, 299, 306, 315, 318, 320    Organické vyhledávání 76, 180, 181, 299
          −  košík 81, 84                    Organický dosah 44, 46, 48, 53
          −  preference 88, 91, 100          Ovlivňovatel 25, 224, 225, 301
          −  proces 5, 17, 18, 24, 25, 35, 42, 49,
             85, 91, 94, 100, 101, 104, 105, 153,   P
             162, 177, 182, 199, 231, 271, 287,   Pandemie covid-19 96, 158, 167,
             299, 301, 302, 308                169–172, 182, 183, 223, 257
          −  rozhodnutí 5, 14, 15, 16, 22, 24, 25,   Parasociální interakce 71, 72
             31, 54, 56, 61, 64, 73, 103, 105, 106,   Pay-per-click (PPC) 42, 76, 77, 79, 92,
             234, 236, 302, 312, 320
                                               94, 180–182, 271, 299, 306, 310,
          −  vzorce 38                         312, 319
          −  záměr 71, 72, 88
                                             Pearsonův korelační koeficient 236
          −  zvyklosti 104, 232, 287, 300, 320  Platforma 28, 48, 52, 55, 59, 64, 68, 69,
          Nakupování 15, 23–27, 38, 49, 60, 94,   73, 78, 87, 92, 94, 99, 109, 120, 121,
             97, 100, 152, 154, 177, 180, 200–204,   124, 127, 129, 167, 174, 175, 225, 299
             208, 211, 289, 320              Potenciální zákazník 46–48, 51, 52–56,
          −  instinktivní 25                   59, 61, 81–85, 89, 105, 145, 249, 250
          −  v offline prostředí 27          Potravinářská komora 119
          −  v online prostředí 27, 100, 228, 273,   Product placement 35, 63–65, 70, 87,
             301                               91, 105, 145, 150, 161, 190, 211, 230,
          Ne/vhodnost marketingového obsahu    252, 253, 297, 299, 318
             pro děti 18, 112, 153, 161, 162, 175  Proklik 27, 45, 48, 60, 76, 77, 85, 95,
          Nefunkční motivy koupě 27, 225       122
          Nenáhodný nákup 103                Provize 94, 99
          Newsletter 83, 183, 184            Průřezové téma mediální výchova 17,
          Notebook 47, 160, 167, 168, 173, 379  136, 138, 139, 142, 146–148, 150,
                                               314, 320
          O                                  Public relations 253
          Obsahová analýza 154, 159, 160, 163
          Omezování užívání internetu 40, 173,
             175, 317


                                          387</code></pre>
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