The content of this thesis is based on the marketing communication in B2B in engineering company SKF CZ, a.s. on the Czech market. First the theory regarding B2B marketing, evaluation of marketing communication, situation analysis and marketing research is introduced. It is followed by situation analysis of the company SKF CZ, a.s. using the 5C method, the description of marketing communication and evaluation of its effectivity based on primary and secondary data. The conclusion consists of appropriate allocation of investments in marketing budget on marketing communication tools and setting appropriate measures for creating the marketing dashboard, which will continuously monitor and evaluate the efficiency of SKF CZ marketing communication.

The main goal of this thesis is to find an optimal CEP service provider for specific company by using Fuller's pairwise comparison method. The thesis focuses only on B2B field. The products and parameters are chosen on that basis and they also correspond to needs of the company. At the beginning there is theoretical part, which enables to understand the following problematic and analysis properly. The next part explains the needs of companies in B2B field in the terms of CEP services. The last part is mainly about analysis and about the specific case. At the end of the thesis there is a final conclusion.

The aim of this master's thesis is to evaluate the implementation of the B2B marketing strategy of John Deere on a specific example. The theoretical part of the thesis focuses on defining the basics of modern marketing communications. Next it deals with defining the concept of B2B marketing and related strategies. The practical part focuses on the characterisation of the agricultural machinery industry and the slovak agricultural sector. Further it includes the introduction of other B2B marketing tools of John Deere in practice.

Previous research on lead generation has ignored the perceived benefits that buyers receive when exchanging information for firm-generated content. This research contends that digital content offered in a content marketing strategy contains specific benefits that drive the customer to participate in information exchange with the firm. Drawing on the social exchange theory (SET), this work examines how business-to-business (B2B) buyers’ perceived benefits of information exchange affect customer social networking site (SNS) engagement, consequently fostering lead generation. The author argues that content appeal (rational versus emotional) and content focus (buyer versus firm) are critical conditions that influence the relationship between buyers’ perceived benefits of information exchange on their engagement levels. The results of the present study support these statements by uncovering that potential buyers rely on more subjective evaluations (such as perceived benefits as source’s credibility, emotional appeals, and content focus). These subjective evaluations thus spur their behaviors (SNS engagement behaviors and disclosure of information) that ultimately impacts firm performance (sales lead generation). This research has important implications for theory, including the use of source credibility, as a construct for the particularism dimension, to analyze how specific benefits of digital content drive customers to participate in information exchange, and engage with the content. Also, results suggest that potential buyers will be more willing to interact and engage with emotional appeals and buyer focused content. This is relevant because it provides insight on how potential buyers, engaged with B2B content marketing, are willing to disclose information in return for digital firm-generated content. This research also has strong implications for managers. The author offers practical guidance to help marketers implement appropriate combinations of content material that increases the customers’ perceived benefits of the information exchange as a way of fostering customer engagement that leads to information disclosure and successful lead generation.

Background: The discussion regarding value co-creation begins within the field of service marketing, it tells that the value is mutually created in process between the firms and the customers. And that concept has been developed further in many aspects, such as B2B context in which the knowledge intensive industry is involved. Many researchers have argued the importance of value co-creation and emphasized on the need of more studies within business practices. In this study, the particular automotive-3PL relationship would be added in to explore the empirical study of value co-creation. Purpose: The main purpose of the thesis is to study how value co-creation can be managed and achieved from the perspectives of 3PL providers and the users within automotive industry. Method: Through the qualitative research approach, the comprehensive knowledge, which includes the 3PL providers and users’ insights and undertaken behaviours behind the value co-creation is obtained after conducting eight semi-structured interviews in a case study. Conclusion: The results show that the value co-creation is actualized when 3PL providers and automotive users together actively participate in a certain process, in which the offering, interaction and learning are the core activities that should be maintained circularly. Furthermore, the high level of relationship commitment and trust should be sustained between actors.

The master's thesis is the suggestion of marketing strategy for HASOFT, s.r.o. company. Thesis is separated to three parts. Theoretical, analytic and third part contains some of my proposals and designs. First part is a detailed description of theoretical resources. The second part is focused on the complex analysis of the company and results of this research. On the basis of these facts I work out a marketing strategy which contains couple proposals and design for this company.

This diploma thesis deals with the development of business activities for company REMBERRY s.r.o. It focuses on expansion to the Swedish market. This company is in the field of fasteners and custom production for B2B clients. Based on the theoretical part, which, the analysis of the current state is processed. This includes assessing the external and internal environment. The last part is states a proposal for a valid solution to handle the situation successfully.

The diploma thesis is focused on the improvement of goods ordering process through the wholesale system in a small company dealing with import of household products and gift items from Asian countries. Diploma thesis is divided into three parts. The theoretical part serves as an introduction to business processes, information systems and change management. The second part consists of an analysis of the internal environment of the company, a B2B ordering process analysis and a research on requirements for an improved version of the wholesale system. The third part is devoted to a proposal of the ordering process improvement and suggestion of a new version of the wholesale system based on the identified requirements of the process and stakeholders.

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.

The Master´s thesis discusses the design of the e-shop for the company Klimatizace Brno Ltd. Based on the analysis of general and professional environment of the company and the current state of corporate web site is designed e-shop that meets all the characteristics of modern e-shop.