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Analýza a zefektivnění marketingové komunikace podniku působícího na B2B telekomunikačním trhu / Analysis and streamlining of marketing communication tools in company operating on the B2B telecommunication market

This thesis deals with the analysis and consequential optimization of marketing communication towards business customers of one of the leading telecommunications operators in the Czech Republic The aim of the work is a detailed analysis of the current state of using marketing communication tools, detection of gaps compared with expectations of corporate customers. The goal is to set communication mix that will meet theirs expectations. Business customers are strategically key segment to which it is necessary to pay attention to and which it is necessary to obtain truly stable competitive advantage. One of the pillars to achieve this is just setting optimal communication tools.

Identiferoai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:162355
Date January 2012
CreatorsŽigovičová, Veronika
ContributorsZamazalová, Marcela, Vlasáková, Michaela
PublisherVysoká škola ekonomická v Praze
Source SetsCzech ETDs
LanguageCzech
Detected LanguageEnglish
Typeinfo:eu-repo/semantics/masterThesis
Rightsinfo:eu-repo/semantics/restrictedAccess

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