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New Approaches in Marketing Communication in Outdoor Clothing Segment
Mráček, Pavel ; Kita, Jaroslav (referee) ; Stávková, Jana (referee) ; Světlík, Jaroslav (referee) ; Šimberová, Iveta (advisor)
Presented dissertation is involved in the issue of marketing communication within the framework of relations among supplier/producer of materials – producer of clothing – retailer and customer in the outdoor clothing segment in the Czech Republic. A specific role of the customer is considered in the context of the value co-creation concept with the emphasis on the development and increase of perceived value. A primary objective of the dissertation is the identification of new approaches to the marketing communication with customers within the framework of mentioned relations with the stress on the determination of the synergistic effect of mentioned relations in the influence of various forms of communication to the customers. Partial objectives are defined in link with this objective. The dissertation objectives and individual hypotheses, in which submitted dissertation is interested in, are defined on the basis of the analysis of theoretical starting points and secondary data. Conducted primary research then combines qualitative and quantitative approaches aiming at the analysis and description of the individual parts. Results of research are presented both in the form of partial conclusions characterizing the individual spheres and in the form of summary conclusion. In the formulation of conclusions a strong emphasis is put on the visualization in the form of schematic illustrations of identified principles. The dissertation contains conclusions and recommendations offered to the individual involved parties. The dissertation conclusion summarizes contributions to science and research, practical as well as educational applications. A complex philosophy of the exploration of the theme is completed with an introduction of restrictions of carried-out research and incentives for further research studies in this particular field.
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Effectiveness of Marketing Activities in Preparatory Phase of Construction Life Cycle
Jedličková, Lucie ; Simová, Josefína (referee) ; Stávková, Jana (referee) ; Zúbková, Mária (referee) ; Šimberová, Iveta (advisor)
This doctoral thesis titled Effectiveness of marketing activities in preparatory phase of construction life cycle deals with the possibility of more effective marketing activities in preparation for construction. The main goal of the thesis is to analyze the current state of the use of marketing activities from the view of a building contractor and building users, to propose a methodology of indicators suitable for assessing the effectiveness of marketing activities in preparatory phase of construction life cycle. Effectiveness is assessed from the perspective of selected entities operating in the Czech construction market - building contractor and building user.
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Effectiveness of marketing activities in engineering in Czech Republic
Milichovský, František ; Kita, Jaroslav (referee) ; Kožená, Marcela (referee) ; Stávková, Jana (referee) ; Šimberová, Iveta (advisor)
The dissertation is focused on the current needs of the business effectiveness and efficiency in marketing activities. In an industrial environment is a prerequisite for the success of the strategic marketing objectives in relation to corporate strategy. In this work there is focus on individual performance systems and group of metrics that are currently applied in engineering in connection to the implemented marketing activities. The main aim of this dissertation is to propose a methodologyfor the selection of marketing metrics that are directly connected to the effectiveness of the company and its marketing activities in the field of engineering in the Czech Republic. To explore the knowledge area there was also used primary and secondary research. The primary research was conducted by structured interviews through case studies and knowledge-based questionnaire investigation, supported by evidence acquired Czech and foreign literary sources. The work includes detailed assessment of the empirical research, including the testing of hypotheses as basis on which is established the methodology for selecting marketing metrics in engineering in the Czech Republic. The benefits could be seen both in theoretical and practical as well as educational fields.
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Market Orientation and Customer Relationship Management
Frejková, Daniela ; Karlíček, Miroslav (referee) ; Stávková, Jana (referee) ; Světlík, Jaroslav (referee) ; Chalupský, Vladimír (advisor)
The doctoral thesis is concerned with Market Orientation (MO) and Customer Relationship Management (CRM). MO and CRM have been under permanent focus of both theoreticians and practitioners in recent years as they are considered to be important for long-term business success. Surprisingly, these two strategic concepts have been examined separately. What is missing is research that would systematically analyse the possible interdependence between MO and CRM. The main aim of the doctoral thesis is to evaluate the existence of interconnections between MO and CRM. This doctoral thesis has been prepared on the basis of secondary research, as well as primary research activities. Both qualitative and quantitative methods have been applied in order to obtain a more complex view on the topic. The main primary research of this thesis was conducted through a questionnaire survey among aerospace companies in the Czech Republic. The hypotheses were tested so as to support the partial objectives, as well. The findings constitute a valuable contribution to broaden the knowledge of MO and CRM. The doctoral thesis has revealed that MO and CRM are interconnected. A tool for CRM measurement was proposed, and the level of MO and CRM in the surveyed companies was determined. The barriers to the implementation of MO and CRM were identified, yet the actual application of these concepts in practice of companies has remained an issue. The conclusions and recommendations were formulated and the contributions to the theory, practice and education were highlighted. The findings offer the possibility of further expansion of research.
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Effectiveness of Marketing Activities in Preparatory Phase of Construction Life Cycle
Sychrová, Lucie ; Simová, Josefína (referee) ; Stávková, Jana (referee) ; Zúbková, Mária (referee) ; Šimberová, Iveta (advisor)
This doctoral thesis "The effectiveness of marketing activities in the preparatory phase of the life cycle of construction" deals with the possibility of more effective marketing activities in preparation for construction. The main goal of the thesis is, based on the analysis of the current state of the use of marketing activities from the view of a building contractor and building users, to propose a methodological indicators suitable for assessing the effectiveness of marketing activities in the preparatory phase of the life cycle of the building.The theoretical part is an overview of the current state of knowledge in areas related to efficiency, marketing, product life cycle and construction. In the practical part is to find out which marketing activities and effectiveness criteria are used in the preparatory phase of the life cycle of the building. The findings on the relationship to the use of individual elements of marketing activities and effectiveness criteria from the perspective building contractor and building users are summarized. Subsequently it is evaluated achieved financial efficiency of construction companies and assessed its link to relationship marketing activities. For a comprehensive evaluation are also used results of the analysis of selected financial indicators. Based on the findings is designed methodical indicator for assessing the effectiveness of marketing activities in the preparatory phase of the life cycle of the building. In conclusion, barriers and opportunities for application of the methodology of creation and use of indicators in practice are evaluated.
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Effectiveness of marketing activities in engineering in Czech Republic
Milichovský, František ; Kita, Jaroslav (referee) ; Kožená, Marcela (referee) ; Stávková, Jana (referee) ; Šimberová, Iveta (advisor)
The dissertation is focused on the current needs of the business effectiveness and efficiency in marketing activities. In an industrial environment is a prerequisite for the success of the strategic marketing objectives in relation to corporate strategy. In this work there is focus on individual performance systems and group of metrics that are currently applied in engineering in connection to the implemented marketing activities. The main aim of this dissertation is to propose a methodologyfor the selection of marketing metrics that are directly connected to the effectiveness of the company and its marketing activities in the field of engineering in the Czech Republic. To explore the knowledge area there was also used primary and secondary research. The primary research was conducted by structured interviews through case studies and knowledge-based questionnaire investigation, supported by evidence acquired Czech and foreign literary sources. The work includes detailed assessment of the empirical research, including the testing of hypotheses as basis on which is established the methodology for selecting marketing metrics in engineering in the Czech Republic. The benefits could be seen both in theoretical and practical as well as educational fields.
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Market Orientation and Customer Relationship Management
Frejková, Daniela ; Karlíček, Miroslav (referee) ; Stávková, Jana (referee) ; Světlík, Jaroslav (referee) ; Chalupský, Vladimír (advisor)
The doctoral thesis is concerned with Market Orientation (MO) and Customer Relationship Management (CRM). MO and CRM have been under permanent focus of both theoreticians and practitioners in recent years as they are considered to be important for long-term business success. Surprisingly, these two strategic concepts have been examined separately. What is missing is research that would systematically analyse the possible interdependence between MO and CRM. The main aim of the doctoral thesis is to evaluate the existence of interconnections between MO and CRM. This doctoral thesis has been prepared on the basis of secondary research, as well as primary research activities. Both qualitative and quantitative methods have been applied in order to obtain a more complex view on the topic. The main primary research of this thesis was conducted through a questionnaire survey among aerospace companies in the Czech Republic. The hypotheses were tested so as to support the partial objectives, as well. The findings constitute a valuable contribution to broaden the knowledge of MO and CRM. The doctoral thesis has revealed that MO and CRM are interconnected. A tool for CRM measurement was proposed, and the level of MO and CRM in the surveyed companies was determined. The barriers to the implementation of MO and CRM were identified, yet the actual application of these concepts in practice of companies has remained an issue. The conclusions and recommendations were formulated and the contributions to the theory, practice and education were highlighted. The findings offer the possibility of further expansion of research.
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Effectiveness of Marketing Activities in Preparatory Phase of Construction Life Cycle
Jedličková, Lucie ; Simová, Josefína (referee) ; Stávková, Jana (referee) ; Zúbková, Mária (referee) ; Šimberová, Iveta (advisor)
This doctoral thesis titled Effectiveness of marketing activities in preparatory phase of construction life cycle deals with the possibility of more effective marketing activities in preparation for construction. The main goal of the thesis is to analyze the current state of the use of marketing activities from the view of a building contractor and building users, to propose a methodology of indicators suitable for assessing the effectiveness of marketing activities in preparatory phase of construction life cycle. Effectiveness is assessed from the perspective of selected entities operating in the Czech construction market - building contractor and building user.
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New Approaches in Marketing Communication in Outdoor Clothing Segment
Mráček, Pavel ; Kita, Jaroslav (referee) ; Stávková, Jana (referee) ; Světlík, Jaroslav (referee) ; Šimberová, Iveta (advisor)
Presented dissertation is involved in the issue of marketing communication within the framework of relations among supplier/producer of materials – producer of clothing – retailer and customer in the outdoor clothing segment in the Czech Republic. A specific role of the customer is considered in the context of the value co-creation concept with the emphasis on the development and increase of perceived value. A primary objective of the dissertation is the identification of new approaches to the marketing communication with customers within the framework of mentioned relations with the stress on the determination of the synergistic effect of mentioned relations in the influence of various forms of communication to the customers. Partial objectives are defined in link with this objective. The dissertation objectives and individual hypotheses, in which submitted dissertation is interested in, are defined on the basis of the analysis of theoretical starting points and secondary data. Conducted primary research then combines qualitative and quantitative approaches aiming at the analysis and description of the individual parts. Results of research are presented both in the form of partial conclusions characterizing the individual spheres and in the form of summary conclusion. In the formulation of conclusions a strong emphasis is put on the visualization in the form of schematic illustrations of identified principles. The dissertation contains conclusions and recommendations offered to the individual involved parties. The dissertation conclusion summarizes contributions to science and research, practical as well as educational applications. A complex philosophy of the exploration of the theme is completed with an introduction of restrictions of carried-out research and incentives for further research studies in this particular field.
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Impact analysis of Joint Regional Operation Programme (JROP) on tourism development of regions in the Czech Republic
Stávková, Jana ; Jarolímková, Liběna (advisor) ; Straková, Ivana (referee)
Hlavním cílem práce je navrhnout metodiku hodnocení dopadů programu SROP na rozvoj cestovního ruchu v krajích ČR a dle zvolené metodiky hodnocení provést. Práce se skládá ze tří částí. V první části je přiblížena základní struktura programu, implementační struktura a stručný postup administrace projektů. Ve druhé části práce jsou prostřednictvím charakteristiky podpořených projektů přiblíženy jednotlivé priority programu SROP; zejména priorita 4 ? Rozvoj cestovního ruchu. Ve třetí části je navržena metodika a na jejím základě následně provedena analýza dopadů programu SROP na rozvoj cestovního ruchu v krajích ČR. Nedílnou část práce přestavují přílohy, které obsahují např. seznam použitých zkratek, definice často používaných pojmů, seznam a definice monitorovacích ukazatelů využitých při analýze efektivnosti programu a fotodokumentaci podpořených projektů.
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