Marketing services. Opportunities and Limits of the Implementation in Czech Firms

Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F70883521%3A28130%2F14%3A43872272" target="_blank" >RIV/70883521:28130/14:43872272 - isvavai.cz</a>
Result on the web
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DOI - Digital Object Identifier
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Result language
angličtina
Original language name
Marketing services. Opportunities and Limits of the Implementation in Czech Firms
Original language description
With the growing service sector is growing competition and market saturation and thus arises the need for effective marketing management in the tertiary sector. The main objective of this specialized publication is based on research theoretical bases ofsecondary data sources and primary results of the survey in the Czech environment (implemented on 231 service providers) to construct a model of effective marketing plan settings. Marketing planning is envisaged as a continuous proces. At the beginning it is necessary to define the mission of the company and then, based on the analysis, create marketing strategy (aims, specific timing and budget marketing tools). Special attention is paid to marketing communications and the use of emotions in their efect due to the characteristics of services.
Czech name
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Czech description
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Publication year
2014
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

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