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Ulyana Makarava

Master's thesis

Channel Marketing Management for the Industrial Manufacturer

Channel Marketing Management for the Industrial Manufacturer
Abstract:
The Master thesis focuses on examining marketing channel management for the industrial manufacturer. The aim is to analyze how the manufacturer markets its products via distribution network and to suggest improvements, based on performed literature research and interviews with four distributors from Central and Eastern Europe. Areas such as channel performance, channel members' commitment and motivation …more
Abstract:
The Master thesis focuses on examining marketing channel management for the industrial manufacturer. The aim is to analyze how the manufacturer markets its products via distribution network and to suggest improvements, based on performed literature research and interviews with four distributors from Central and Eastern Europe. Areas such as channel performance, channel members' commitment and motivation …more
 

Keywords

Channel marketing Channel commitment Distribution channels B2B marketing

Keywords

B2B marketing Distribution channels MDF Channel commitment Channel marketing Channel performance
 
Language used: English
Date on which the thesis was submitted / produced: 14. 6. 2018
Identifier: http://www.vse.cz/vskp/eid/75490

Thesis defence

  • Date of defence: 28. 1. 2019
  • Supervisor: Markéta Lhotáková

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http://www.vse.cz/vskp/eid/75490

Vysoká škola ekonomická v Praze

Master programme / field:
Ekonomika a management / International Management

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