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National Repository of Grey Literature 1 records found  Search took 0.00 seconds. 
Personal selling and its role in Marketing communication
 SMRTKOVÁ, Luisa
This paper focuses on personal sales and its role in marketing communication. Based on an analysis of the current state it aims to propose changes to the usage and perception of personal sales. The theoretical part of this work contains opinions of renowned authors about the given issue. The practical part of the work focuses on OVB Allfinanz, a. s. company. It summarizes marketing communication tools used by this company. IT also contains the results of questionnaires that aim to research the opinions of a target group on the persona sales practiced in the company. It also includes the results of one to one interviews with the OVB's salesmen. There is a financial analysis of the usage of personal sales contained in this part as well. The hypothesis is evaluated in the conclusion of the paper. Based on the findings, marketing campaigns are proposed. These campaigns are aimed to improve the overall state of the company.
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