The goal of this study is to outline a marketing communication strategy and following activities for the BTP-06 product line of company JABLOCOM s.r.o. As a theoretical background marketing communication and it's methods and tools used on B2B markets will be mentioned. Relating to marketing communication activities which were conducted in the company in the last years and taking into account the outlined activities, the hypothesis will be verified at the end in order to find out whether the change in the marketing communication strategy helped the company to increase the sales of the particular product or not.

This thesis described the issue of using social media as a part of marketing communication for selected company. The main object was to analyse the current situation and propose tools that can be used in marketing communication for upcoming years. The analysis of the current situation included the analysis of internal and external environment, assessment of the current situation of the company and its competitiveness. Based on these data and interviews with company management has been proposed plan for improving the use of social media for the company.

Background: Today firms are facing increased global competition, and it results in shor-ter product life cycles. The present situation demand firms to focus more on marketing and how to communicate with the customers. In the mar-keting field there has always existed a perceived dichotomy between B2B and B2C markets. It is said that B2B markets must be handled differently than B2C markets. Recently the perceptions have changed and it is said that B2B and B2C markets have more similarities than previously as-sumed, and this might affect the decision about which marketing tools to implement. This could even change the old way of thinking, which states that B2C marketing tools cannot be used effectively in a B2B market. Theories show that brand awareness is of crucial importance in B2C mar-kets. Will the change of market structure make brand awareness equally important in a B2B market? Purpose: The purpose of this thesis is to critically analyze the attitudes towards dif-ferent B2B marketing tools and the possible appropriateness of using B2C marketing tools in a B2B market in order to achieve brand awareness. Method: A qualitative approach has been used in order answer the purpose of the thesis. ROL AB has been used as a case study, and 13 open phone inter-views have been conducted with existing and potential customers of ROL AB. Furthermore, two interviews have been conducted with firms that successfully use B2C marketing tools in B2B markets. Conclusions: The typical characteristics of B2B markets show a tendency to blur. This insinuates that brands are gaining importance in the B2B market. In order to react to this change, B2B firms need to increase their brand awareness. The traditional relational (B2B) marketing tools seems no longer to be suf-ficient to be used alone but now need to be accompanied with transac-tional (B2C) marketing tools.

<p>Background: Today firms are facing increased global competition, and it results in shor-ter product life cycles. The present situation demand firms to focus more on marketing and how to communicate with the customers. In the mar-keting field there has always existed a perceived dichotomy between B2B and B2C markets. It is said that B2B markets must be handled differently than B2C markets. Recently the perceptions have changed and it is said that B2B and B2C markets have more similarities than previously as-sumed, and this might affect the decision about which marketing tools to implement. This could even change the old way of thinking, which states that B2C marketing tools cannot be used effectively in a B2B market. Theories show that brand awareness is of crucial importance in B2C mar-kets. Will the change of market structure make brand awareness equally important in a B2B market?</p><p>Purpose: The purpose of this thesis is to critically analyze the attitudes towards dif-ferent B2B marketing tools and the possible appropriateness of using B2C marketing tools in a B2B market in order to achieve brand awareness.</p><p>Method: A qualitative approach has been used in order answer the purpose of the thesis. ROL AB has been used as a case study, and 13 open phone inter-views have been conducted with existing and potential customers of ROL AB. Furthermore, two interviews have been conducted with firms that successfully use B2C marketing tools in B2B markets.</p><p>Conclusions: The typical characteristics of B2B markets show a tendency to blur. This insinuates that brands are gaining importance in the B2B market. In order to react to this change, B2B firms need to increase their brand awareness. The traditional relational (B2B) marketing tools seems no longer to be suf-ficient to be used alone but now need to be accompanied with transac-tional (B2C) marketing tools.</p>

The process to identify and describe target markets can be challenging for marketers due to the complexity of B2B markets and industrial products. This case-based study aims to bridge the gap between theory and praxis by developing a process to determine target markets for Siemens SIMATIC controllers, which are highly technological products designed for process control and used in industrial applications. The author conducted a literature review to investigate the current understanding of B2B market segmentation and target marketing and collected qualitative data from Siemens. This study defines segmentation variables leveraging segmentation models as a foundation to build and describe customer clusters. Next, target markets for SIMATIC controllers, focused on redundant systems, are selected and mapped. On that basis, the author derives a process for reviewing and defining target markets for the existing controller portfolio and future product launches.

Electronic Payment Systems (EPS) are gaining popularity all over the world. An EPS consists of many component technologies which facilitate cashless payments for services. The focus of this thesis is on device associated technologies that an end customer uses to initiate an e-payment for a particular service via a Payment Service Provider (PSP). A technology solution in an EPS is developed by a Payment Solution Developer (PSD). The market between a PSP and a PSD is a B2B market. A PSD must understand and develop that combination of technology and service which will successfully diffuse. The success of a PSP therefore depends a lot on what a PSD develops. A theoretical framework to measure diffusion of e-payment technologies, services and their combinations in the B2B market was developed and empirically assessed in this thesis. Two concepts namely concept of breadth and concept of spread were defined. The concept of breadth and spread were applied to e-payment technologies, services and their combinations. The derived concepts namely technology breadth, service breadth, technology spread, service spread and technology-service combination spread were defined and measured. We then extended the concept of breadth to understand utilization of technologies and services within an EPS. Set theory was used to describe the framework. A sample of 45 EPS was compiled from various sources. This secondary data of EPS consisted of 8 technologies and 16 services. The 8 technologies are Interactive Voice Response (IVR), text messaging using Short Messaging Service (SMS), text messaging using Unstructured Supplementary Service Data (USSD), mobile internet using Wireless Application Protocol (WAP), mobile application, Near Field Communication (NFC), Personal Computer (PC) internet and smart card. The 16 services are retail shopping payment, banking, health payment, insurance payment, mobile bill payment, mobile recharge, money transfer, movie ticket booking, parking fee payment, restaurant payment, payment at sports/swimming club, toll payment, transportation payment, tuition fee payment, utilities payment, and vending machine payment. Three categories of PSPs namely core payment service providers (n=18), non-core payment service providers (n=12) and merchants (n=15) were identified from the 45 EPS. Binomial proportion test was used to verify the concepts of breadth and spread. Spearman correlation was used to find correlation between the concept of breadth and spread of technologies and services. The 45 EPS in the sample were then grouped under three sub groups based on the categories of their PSPs. Binomial tests were used within each sub group to understand the preferences of technologies, services and their combinations by each category. The results verified that certain e-payment technologies possess more breadth i.e., capability to deliver many e-payment services and certain e-payment services possess more breadth i.e., delivered by many e-payment technologies. A difference in diffusion i.e., spread of technologies, services and their combinations were observed. Details of these differences are discussed in this thesis for technologies, services and their combinations. A positive correlation was observed between the concept of breadth and spread. Specialization of technologies, services and their combinations within categories of PSPs were observed. Variations in utilization of technologies and services by EPS were observed.

This thesis helps to understand the problems of marketing communication in business-to-business market. The main intention is to show the theoretical background on the example of real company called XY, s. r. o. The author tried to get familiar with the current company marketing communications and applied the theoretical knowledge, especially in the proposals to improve this communication.

This theses deals with issues of customer relationship management in the company Zemědělská technika BOSKO, a.s. The theoretical part focuses on marketing, B2B markets and customer relationship management (CRM). The analytical part focuses on the evaluation of the current state of company. The last part of the thesis includes suggestions and recommendations leads to improve customer relationship management.

La pratica dei network contracts ha ricevuto una notevole attenzione da parte degli studiosi. In questa tesi viene presa in considerazione una forma caratteristica di network contract, nota come “contratto di rete”, che è stato recentemente introdotto nell’ordinamento italiano. Dopo aver fornito una rassegna dei principali contributi della letteratura IMP con riferimento alle relazioni reticolari in contesti business-to-business, vengono discusse le implicazioni teoriche di differenti strutture della rete sulle perfomance della rete stessa. Viene inoltre sviluppata un’analisi empirica basata su diversi “contratti di rete”. Mostriamo che le reti in cui le imprese producono prodotti differenziati, in cui le imprese sono collocate ad una certa distanza geografica, dove ogni impresa percepisce se stessa come cruciale per la rete stessa, e dove il numero delle imprese è sufficientemente basso, ottengono un risultato mediamente superiore rispetto alle reti aventi caratteristiche opposte. Inoltre mostriamo come le reti in cui il potere è suddiviso in modo equo tra le imprese partecipanti (reti simmetriche) ottengono una performance migliore rispetto alle reti in cui alcune imprese hanno un ruolo dominante (reti asimmetriche). / Network contract is a business practice which has received a lot of attention by scholars. In this thesis we consider a peculiar form of network contract named “contratto di rete”, which has been recently introduced by the Italian legislator. After providing a selective survey of the main contributions from the IMP tradition regarding network relationships in business-to-business contexts, we discuss the theoretical implications of different network structures on the performance of the networks. We also develop an empirical analysis based on several “contratti di rete”. We show that the networks where the firms produce different goods, where the firms are not located close to each other, where each firm perceives itself as crucial for the network, and where the number of firms is low enough, get a better outcome than the networks showing the opposite characteristics. Furthermore, we show that the networks where the power is shared equally among the firms (symmetric networks) perform better than the networks where some firms play a dominant role (asymmetric networks).