Channel Marketing Management for the Industrial Manufacturer

Ulyana Makarava

Master's thesis

Anotácia:

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, marketing planning, marketing programs and marketing support for channel partners are explored. The research showed that the company is successful in channel marketing management and in many areas is placed above industry standards. Several improvement areas were identified and a set of targeted measures to improve individual partners' performance was suggested.

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, marketing planning, marketing programs and marketing support for channel partners are explored. The research showed that the company is successful in channel marketing management and in many areas is placed above industry standards. Several improvement areas were identified and a set of targeted measures to improve individual partners' performance was suggested.

Kľúčové slová

Channel marketing, Channel commitment, Distribution channels, B2B marketing

Keywords

B2B marketing, Distribution channels, MDF, Channel commitment, Channel marketing, Channel performance

Jazyk práce: English

Datum vytvoření / odevzdání či podání práce: 14. 6. 2018

Obhajoba závěrečné práce

• Obhajoba proběhla 28. 1. 2019
• Vedúci: Markéta Lhotáková

Vysoká škola ekonomická v Praze

Master programme / odbor:
Ekonomika a management / International Management