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.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:162355 |
| Date | January 2012 |
| Creators | Žigovičová, Veronika |
| Contributors | Zamazalová, Marcela, Vlasáková, Michaela |
| 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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