[pt] No mercado altamente competitivo, as empresas procuram aumentar sua rentabilidade por meio do aumento da taxa de retenção de clientes. As organizações buscam identificar, capturar e analisar informações que permitam efetuar ações para manterem o relacionamento com seus clientes em um mundo de negócios em constante mudança. A estratégia CRM - Customer Relationship Management- tem como finalidade antecipar, entender e responder às necessidades dos clientes atuais e potenciais. Sua implementação é, na maioria dos casos,complexa, envolvendo custos bastante elevados. Os investimentos em tecnologia,treinamento e mudança cultural podem ser desperdiçados caso os processos de coleta e utilização das informações, que formam a base do relacionamento com os clientes, não recebam uma atenção especial. Por meio de estudos de caso, esse trabalho analisa como empresas que atuam no mercado corporativo estão realizando esses processos, procurando identificar os maiores desafios enfrentados por elas. Foram realizadas entrevistas com pessoas da área de vendas e com responsáveis pelo processo de implantação da estratégia CRM nas empresas. As entrevistas demonstram a importância da força de vendas no processo de coleta de informações sobre os clientes em empresas que atuam no mercado corporativo e identificam uma forte relação entre a estratégia de utilização das informações adotadas pelas empresas com a motivação da força de vendas em informar os dados com a maior precisão e abrangência possíveis. / [en] In a highly competitive market, organizations try to leverage their profitability by increasing customer retention rates. Organizations seek to identify,collect and analyze information that allows them to perform actions in order to keep customer relationships in an ever-changing business world. CRM -Customer Relationship Management- strategy goals are to anticipate, understand and respond to current and future customer needs. Implementing CRM can be very complex,involving high costs. Technology, training and culture changing investments can be wasted if information collection and utilization processes, which are the foundations of customer relationship, are not treated carefully. Through case studies, this dissertation analyzes how B2B organizations are treating those processes and tries to identify the main issues they are facing. Data were collected through interviews with salespeople and the project managers responsible for the implementation of CRM. The results show the high importance of the sales force in collecting information about customers in B2B organizations and identify a very strong relationship between organization s customer information usage strategy and sales force motivation in providing accurate and comprehensive customer information.

The aim of this thesis is to recommend communication practices drawn from the analysis of the ICT organization and its marketing communication activities. The subsequent objective is to examine ICT market since 90's and to identify its future growth. The thesis studies the specifics of marketing communication whiten the B2B field. The first part appraises B2B market as such which is then compared with B2C market. Additionally, the work introduces communication activities employed to the Czech market place. It mostly considers the advertising, sales support, promotion, direct marketing, sponsorship and event marketing, personal sale, trade shows, exhibitions and digital media. The practical part assesses the given ICT organization and its leading competition. This part also evaluates the characteristics of ICT market in Czech Republic. The mapping and analysis of ICT market in Czech Republic was underpinned by the primary qualitative research. The final part evaluates the communication activities of chosen company. It then concludes with the potential practical recommendations drawn from the analysis results.

The thesis focuses on marketing communication of the APOGEO company from the perspective of the B2B services market in long term run (2008 - 2010). The analysis of the communication mix confirms all specifics of B2B services market.

The Master's thesis focuses on customer satisfaction and its relationship to profitability, which is becoming an increasingly more relevant topic of daily discussion among the managers across all industries. The search for an optimal strategy that would lead to a consequent increase of both could be compared to a search for the "holy grail" or to an invention of the "perpetuum mobile" of business. The overall goal of my thesis is to design a strategy that would have the abovementioned attributes and would lead to an increase of profitability and customer satisfaction for the Hilti Czech republic and its after-market service. The theoretical part reviews the general academic literature connected with the topic. The practical part focuses on the company Hilti AG - a global premium provider of building construction tools and consumables in B2B segment, and examines especially its after-market service department. The first section of the practical part analyses the outcomes of the qualitative expert in-depth interviews with managers across different business units and departments and with real customers. The second part of the practical part proposes concrete steps that will lead to an increase of profitability and customer satisfaction.

This diploma thesis deals with the problem of lead generation using online marketing tools on the example of the specific Comprimato product. This work analyses the state and the environment in which the company is before launching the campaign. The results of the analysis are reflected in the practical part, where the lead generation strategy is described. Also, an economic evaluation of the campaign and recommendations how to improve the campaign in the future is included.

The thesis analyses the marketing strategy of IMOPRA s.r.o. company which operates in the sphere of automotive industry. The theoretical part is formed by the first free chapters and is elaborated from the standpoint of strategic marketing and strategic management. The other chapters form the analytical part which contains general characteristics of IMOPRA s.r.o. company and it analyses its existing marketing strategy from the standpoint of its specific position on B2B market as a certificated manufacturer of air conditioning parts. The conclusion contains the evaluation of company existing marketing strategy and it recommends some partial potential improvements.

This master thesis deals with the specifics of marketing communication of American IT company on the European market. The aim of this work is to describe principles of marketing and marketing communication. The main objective of this work is the analysis of Hewlett Packard Enterprise marketing communication, its evaluation and formulation of recommendations that would lead to more effective marketing communication. The benefit of this thesis should be creating comprehensive view of the company, analysis of its communication and subsequent suggestions for improvement, which could be applied in practice.

The aim of this master thesis was to provide management of XERTEC and its marketing department for possible improvements of the current marketing strategy. Optimal propose ideas starts with a planning phase of the strategic marketing process that is focused on understanding the business and its environment. It has helped the processing of the situational analysis. Macro-analysis was conducted by using the PEST analysis, micro environment was assessed by using Porter five forces model and for the mapping of the internal situation was used the background of the VRIO analysis. The results of these processes I have summarized in the SWOT analysis. After subsequent reminding the targets and key customer segments, I approached marketing strategy through marketing mix to describe the current situation in this area and suggest what could be improved. The most significant change should be focusing on pull strategy, instead of the current push one.

This diploma thesis deals with product launch marketing plan on B2B engineering market. The aim is to describe the marketing plan and comment it in terms of complexity and depth of this plan. The theoretical part describes the marketing plan and its parts considering the specifics of small business on B2B market. The practical part covers comments on the particular marketing plan in detail and suggests indicators which evaluate successful product launch. Finally, the conclusion evaluates marketing plan briefly and presents several suggestions to improve the plan based on specialized publications.

The diploma thesis is focused on marketing communication of a selected company oper-ating on the B2B market. Based on the definition of the theoretical framework, the the-sis focuses on the evaluation of the current situation in the company and subsequent recommendations and suggestions of possible improvements that will bring new cus-tomers to the company, strengthen the loyalty of existing customers and at the same time increase awareness of its operations on the market.