The thesis deals with main issues of B2B marketing and marketing communications of a company providing services in the B2B market. The principles of B2B marketing are less known than those of B2C marketing, although most of the companies operate in the B2B market. The thesis is divided into four chapters. The first chapter concerns the basic conception of marketing and its form nowadays. The two following chapters deal with services marketing and B2B marketing. The last chapter represents an analysis of marketing and communications strategy of Advanced World Transport a.s., which belongs among the biggest private carriers across the whole of Europe.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:113194 |
| Date | January 2011 |
| Creators | Rajmicová, Iva |
| Contributors | Mikeš, Jiří, Tomášek, Přemysl |
| 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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