The main subject of the thesis is to optimize the communication mix of selected e-shop Gifťák.cz. This e-shop is focused on the sale of gift products. This thesis is systematically divided into three main parts. The first part focuses on the theoretical interpretation, defines important terms of marketing and presents a theoretical framework for the following parts. The second part provides the characteristics of selected entity. This part also deals with processing and evaluating of the analysis of both the internal and external environment, current level of marketing and communication mix and last but not least with the result of marketing research. The outputs from analytical part are the basis for the last part, where the proposals for specific communication mix, which will be apllied, are presented
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