Channel Marketing Management for the Industrial Manufacturer
Název práce: | Channel Marketing Management for the Industrial Manufacturer |
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Autor(ka) práce: | Makarava, Ulyana |
Typ práce: | Diploma thesis |
Vedoucí práce: | Lhotáková, Markéta |
Oponenti práce: | Jovanović , Miloš |
Jazyk práce: | English |
Abstrakt: | The Master thesis focuses on examining marketing channel management for the industrial manufacturer. The aim is to analyze how the manufacturer markets its products via distribution network and to suggest improvements, based on performed literature research and interviews with four distributors from Central and Eastern Europe. Areas such as channel performance, channel members' commitment and motivation, marketing planning, marketing programs and marketing support for channel partners are explored. The research showed that the company is successful in channel marketing management and in many areas is placed above industry standards. Several improvement areas were identified and a set of targeted measures to improve individual partners' performance was suggested. |
Klíčová slova: | B2B marketing; Distribution channels; MDF; Channel commitment; Channel marketing; Channel performance |
Název práce: | Channel Marketing Management for the Industrial Manufacturer |
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Autor(ka) práce: | Makarava, Ulyana |
Typ práce: | Diplomová práce |
Vedoucí práce: | Lhotáková, Markéta |
Oponenti práce: | Jovanović , Miloš |
Jazyk práce: | English |
Abstrakt: | The Master thesis focuses on examining marketing channel management for the industrial manufacturer. The aim is to analyze how the manufacturer markets its products via distribution network and to suggest improvements, based on performed literature research and interviews with four distributors from Central and Eastern Europe. Areas such as channel performance, channel members' commitment and motivation, marketing planning, marketing programs and marketing support for channel partners are explored. The research showed that the company is successful in channel marketing management and in many areas is placed above industry standards. Several improvement areas were identified and a set of targeted measures to improve individual partners' performance was suggested. |
Klíčová slova: | Channel marketing; Channel commitment; Distribution channels; B2B marketing |
Informace o studiu
Studijní program / obor: | Ekonomika a management/International Management |
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Typ studijního programu: | Magisterský studijní program |
Přidělovaná hodnost: | Ing. |
Instituce přidělující hodnost: | Vysoká škola ekonomická v Praze |
Fakulta: | Fakulta mezinárodních vztahů |
Katedra: | Katedra mezinárodního podnikání |
Informace o odevzdání a obhajobě
Datum zadání práce: | 14. 6. 2018 |
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Datum podání práce: | 12. 12. 2018 |
Datum obhajoby: | 28. 1. 2019 |
Identifikátor v systému InSIS: | https://insis.vse.cz/zp/66220/podrobnosti |