The thesis deals with marketing strategy of SAP, important software company in B2B market. Goal of this thesis is to use theoretical knowledge to describe and analyse marketing strategy of SAP and at the same time to analyse efectivity of database marketing team. Database marketing team is one of the most important things that lead to successful marketing strategy and this thesis will propose possible solutions to discovered shortcomings of this team. The thesis contains not only theoretical information about international marketing strategy but it shows real marketing strategy of SAP and its evaluation. It also describes and analyses meaning of the database marketing team and makes suggestions to improve its functioning.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:71886 |
| Date | January 2010 |
| Creators | Vaculíková, Michaela |
| Contributors | Filipová, Alena, Zeman, Jiří |
| Publisher | Vysoká škola ekonomická v Praze |
| Source Sets | Czech ETDs |
| Language | Czech |
| Detected Language | English |
| Type | info:eu-repo/semantics/masterThesis |
| Rights | info:eu-repo/semantics/restrictedAccess |
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