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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
 

Keywords

omnichannel strategy SME retail marketing omnichannel retail marketing automation

Keywords

retail marketing marketing automation omnichannel strategy SME omnichannel retail
 
Language used: English
Date on which the thesis was submitted / produced: 11. 5. 2022
Identifier: https://vskp.vse.cz/eid/86907

Thesis defence

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

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https://vskp.vse.cz/eid/86907

Vysoká škola ekonomická v Praze

Master programme:
International Management

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