The thesis deals with marketing possibilities of an office building owner in order to address customer segment of SME companies. Offices are part of our everyday life and also big part of economic reality. The thesis clarifies characteristics of marketing activities in this specific environment and also explores SME segment as a potential target market. The main theoretical frameworks are B2B marketing and marketing of services. Decision processes together with customer preferences are described using both qualitative and quantitative research. In the final part obtained data are analysed and applicable recommendations for effective realisation of marketing activities are made.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:191147 |
| Date | January 2015 |
| Creators | Svoboda, Adam |
| 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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