Browsing by Author "Hlávka, Josef"

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    Uplatnění ICT při návrhu marketingové strategie
    (2012-01-01) Hlávka, Josef
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    Uplatnění ICT při návrhu marketingové strategie
    (Technická Univerzita v Liberci, 2012-01-01) Hlávka, Josef; Antlová, Klára
    The subject of bachelor study "Application of ICT in development of marketing strategy" is a combination of the principles of project management with the creation of marketing strategy and application of information and communication technologies in practice. The study is developed in an environment of general importer of passenger cars Mercedes-Benz in the Czech Republic. The first half of the work is a combination of theoretical marketing strategy and project management methods with emphasis on the systematic approach and work with different types of information. The content of the third part are new forms of communication and ICT, which are applied in the design and implementation of modern marketing strategy. The final part is a real modern marketing strategy of Mercedes-Benz Czech Republic, which is characterized by significant use of ICT in practice. The practical part has its own extensive situational analysis focused on the analysis of brand image, market and sales analysis of Mercedes-Benz in the Czech Republic.