The aim of bachelor´s thesis is to analyse the on-line market according to individual marketing on-line tools in theoretical but also practical level.The thesis has five major parts. In the first part we present the theoretical bases of the problem, solving the problem, which contains analysis, characteristics and definitions of on-line marketing.The second part gives the precise aim of the work and the procedures for its achievement. The third part is the practical part of the work where we apply to the practice the knowledge gained from the technical publications, which we will deal with in the theoretical basis of solving the problems.Suggestions and recommendations are the fifth point in which we summarize the theoretical and practical level of this work. Finally, we evaluate the results of my bachelor thesis.