IMC as a business strategy in service-oriented IT organisations – Bc. Branislav Šandala
Bc. Branislav Šandala
Master's thesis
IMC as a business strategy in service-oriented IT organisations
IMC as a business strategy in service-oriented IT organisations
Abstract:
Diplomová práca je návrhom marketingovej stratégie pre servisne orientované IT spoločnosti. Definovaním konceptu služby zoznamujem čitateľa so servisne dominantnou logikou (S-D logic) – výzvou k posunu marketingovej paradigmy. Vysvetľujem, ako je možné tento spôsob uvažovania aplikovať v marketingu, predstavujúc Integrovanú marketingovú komunikáciu (IMC) ako vhodnú možnosť business stratégie v servisne …moreAbstract:
The thesis is a proposal of a marketing strategy for a service-oriented IT organisations. Defining a concept of service, I am familiarizing the reader with the Service-Dominant logic – a call for paradigm shift in marketing. I am explaining its application in marketing, consequently introducing Integrated Marketing Communication (IMC) as an option for a business strategy in service-oriented IT organisations …more
Language used: English
Date on which the thesis was submitted / produced: 25. 5. 2012
Identifier:
https://is.muni.cz/th/x4aza/
Thesis defence
- Date of defence: 26. 6. 2012
- Supervisor: MBA Sandra Kumorowski
- Reader: RNDr. Zdenko Staníček, Ph.D.
Citation record
Full text of thesis
Contents of on-line thesis archive
Published in Theses:- světu
Other ways of accessing the text
Institution archiving the thesis and making it accessible: Masarykova univerzita, Fakulta informatikyMasaryk University
Faculty of InformaticsMaster programme / field:
Applied Informatics / Service Science, Management and Engineering
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