Kateřina Páchová
Bachelor's thesis
Marketing služeb
Services Marketing
Abstract:
Bakalářská práce se zabývá marketingem služeb jakožto celkem, avšak s výhradním zaměřením na leteckou dopravu. Marketing služeb hraje v dnešním světě velmi důležitou roli s ohledem na jeho rozdílnost ve srovnání s marketingem hmotných statků. Teoretická část se zaměřuje na základní definici marketingu služeb a jeho porovnání s marketingovým mixem. Jsou zde také detailně rozebrány jednotlivé pilíře …moreAbstract:
This bachelor thesis deals with services marketing in general, however there is a main focus on aviation industry. Services marketing plays a very important role in current world regarding differences between services marketing and marketing of tangible goods. The theoretical part describes the major meaning of services marketing same as comparison with marketing mix. In the theoretical part detailed …more
Language used: Czech
Date on which the thesis was submitted / produced: 12. 3. 2021
Thesis defence
- Supervisor: prof. Ing. Ivana Tichá, Ph.D.
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Full text of thesis
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Published in Theses:- světu
Other ways of accessing the text
Institution archiving the thesis and making it accessible: Česká zemědělská univerzita v Praze, Provozně ekonomická fakultaCzech University of Life Sciences Prague
Faculty of Economics and ManagementBachelor programme / field:
Economics Policy and Administration / Business and Administration
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