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Services Marketing

Services Marketing
116-0303/02
čeština Services Marketing
116-0303/01
čeština Services Marketing
116-0303/04
čeština Services Marketing
116-0303/03
angličtina

Summary

The subject is focused on a characterization of service market,
marketing management and marketing tools in service organisations. The
aplication of marketing brings a differences to the elements of services
marketing. The main part of subject is aimed on marketing mix concept use in
the service industry.

Literature

KOTLER, Philip a Gary ARMSTRONG. Principles of Marketing. London: Pearson Education, 2017. 736 p. ISBN 978-0134492513 .
RAŠOVSKÁ, Ida a Kateřina RYGLOVÁ. Management kvality v cestovním ruchu. Praha: Grada, 2017. 192 s. ISBN 978-80-247-5021-7.
VAŠTÍKOVÁ, Miroslava. Marketing služeb - efektivně a moderně. 2. aktual. a rozš. vyd. Praha: Grada, 2014. 268 s. ISBN 978-80-247-5037-8.

Advised literature

JAKUBÍKOVÁ, Dagmar. Marketing v cestovním ruchu. Praha: Grada, 2012. 320 s. ISBN 978-80-247-4209-0.
KOTLER, Philip a Kevin KELLER. Marketing management. Přel. T. Juppa. 14. vyd. Praha: Grada, 2013. 814 s. ISBN 978-80-247-4150-5.
ZEITHAML, V., M. J. BITNER and D. GREMLER. Services Marketing. 7th ed. New York: McGraw-Hill Education, 2018. 544 p. ISBN 978-0078112102 .


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Language of instruction čeština, čeština, čeština, angličtina
Code 116-0303
Abbreviation MS
Course title Services Marketing
Coordinating department Department of Marketing and Business
Course coordinator Ing. Pavlína Kozáková, Ph.D.