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Bc. Tadeáš Viktorin

Master's thesis

Aplikace servisně orientovaného marketingu v IT společnosti: případová studie

Application of service oriented marketing in IT company: case study
Abstract:
Cílem práce je představit principy marketingu služeb a pojmu servisně-dominantní logika. Dále jsou rozebrány pojmy marketingová strategie, plánování a marketingový mix. Jsou také uvedeny jednotlivé způsoby online marketingu. Popsané nástroje jsou následně aplikovány v případové studii.
Abstract:
The goal of the thesis is to introduce the principles of service marketing as well as the service-dominant paradigm. The main phases of marketing planning are described and so are the different forms of the marketing mix. The main methods of the marketing communication are presented in relation to services. Following is the case study that demonstrates the steps of designing the marketing strategy …more
 

Keywords

Service-Dominant Logic Service marketing Marketing Strategy Marketing management SWOT Online marketing
 
Language used: English
Date on which the thesis was submitted / produced: 22. 5. 2017
Identifier: https://is.muni.cz/th/gztvg/

Thesis defence

  • Date of defence: 22. 6. 2017
  • Supervisor: Ing. Leonard Walletzký, Ph.D.
  • Reader: Ing. Jitka Sládková, Ph.D.

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Institution archiving the thesis and making it accessible: Masarykova univerzita, Fakulta informatiky
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Masaryk University

Faculty of Informatics

Master programme / field:
Applied Informatics / Service Science, Management and Engineering

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