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The reference model of marketing support processes and its evaluation
Vydra, Pavel ; Oškrdal, Václav (advisor) ; Hornická, Andrea (referee)
Corporate expenses for IT support of marketing are surging every year, and therefore the processes of marketing support, which contain all the technical aspects of marketing campaign execution and measurement, are attracting more attention than before. The diploma thesis introduces a basic overview of direct marketing and marketing support operations in corporations and presents a reference model to help optimize the marketing support processes. The thesis contains a research of theoretical fundamentals of process modelling and reference model building, a basic overview of corporate direct marketing, an analysis of direct marketing processes and the most relevant processes of marketing support. The reference model, which is based on the outputs from both theoretical parts, includes a detailed description of marketing support processes and outlines the process boundaries in the form of SLA. The model is then tested on two case studies, which emphasize the practical opportunities as well as the major benefits of using the model.
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