Marketing services. Opportunities and Limits of the Implementation in Czech Firms
Identifikátory výsledku
Kód výsledku v 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>
Výsledek na webu
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DOI - Digital Object Identifier
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Alternativní jazyky
Jazyk výsledku
angličtina
Název v původním jazyce
Marketing services. Opportunities and Limits of the Implementation in Czech Firms
Popis výsledku v původním jazyce
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.
Název v anglickém jazyce
Marketing services. Opportunities and Limits of the Implementation in Czech Firms
Popis výsledku anglicky
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.
Klasifikace
Druh
B - Odborná kniha
CEP obor
AH - Ekonomie
OECD FORD obor
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Návaznosti výsledku
Projekt
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Návaznosti
V - Vyzkumna aktivita podporovana z jinych verejnych zdroju
Ostatní
Rok uplatnění
2014
Kód důvěrnosti údajů
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů
Údaje specifické pro druh výsledku
ISBN
978-80-87500-61-3
Počet stran knihy
104
Název nakladatele
VeRBuM
Místo vydání
Zlín
Kód UT WoS knihy
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