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Analýza podpor marketingové činnosti využívaných firmami v České republice


Analýza podpor marketingové činnosti využívaných firmami v České republice

Name and surname of author:

Dita Hommerová, Lenka Králová

Year:
2009
Issue:
3
Keywords:
marketing activities, marketing information system, customer orientation, competitive advantage
JEL clasification:
DOI (& full text):
Anotation:
According to some experts marketing activities in Czech firms are no so widely and commonly used as in comparable markets. The aim of this paper is therefore to reveal the role of marketing in…more
According to some experts marketing activities in Czech firms are no so widely and commonly used as in comparable markets. The aim of this paper is therefore to reveal the role of marketing in companies and to identify tools mostly used for supporting their marketing activities. This article is the output of the so called “specific research” conducted at the University of West Bohemia in Pilsen, which was focused on firms from the Pilsen and Karlovy Vary region and should serve as a study for other projects and surveys. There participated 29 firms in this research. Following hypotheses were formulated before canvassing:

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