Elizaveta Makarova

Master's thesis

Omnichannel approach for customer journey optimization for Czech SMEs via marketing automation

Omnichannel approach for customer journey optimization for Czech SMEs via marketing automation
Abstract:
This thesis aims to evaluate the level of implementation and awareness of omnichannel strategy and marketing automation among Czech SMEs. To address the research question, this study adopts a three-phased research design that consists of interviews with the industry experts, qualitative industry benchmarking, and a case study. Based on performed qualitative analysis and derived omnichannel scoring …more
Abstract:
This thesis aims to evaluate the level of implementation and awareness of omnichannel strategy and marketing automation among Czech SMEs. To address the research question, this study adopts a three-phased research design that consists of interviews with the industry experts, qualitative industry benchmarking, and a case study. Based on performed qualitative analysis and derived omnichannel scoring …more
 
 
Language used: English
Date on which the thesis was submitted / produced: 11. 5. 2022

Thesis defence

  • Date of defence: 31. 5. 2022
  • Supervisor: Martin Machek
  • Reader: Přemysl Průša

Citation record

Full text of thesis

Contents of on-line thesis archive
Published in Theses:
  • autentizovaným zaměstnancům ze stejné školy/fakulty
Other ways of accessing the text
Institution archiving the thesis and making it accessible: Vysoká škola ekonomická v Praze
https://vskp.vse.cz/eid/86907

Vysoká škola ekonomická v Praze

Master programme:
International Management

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