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Business Marketing

Business Marketing
116-0315/01
čeština Business Marketing
116-0315/03
angličtina Business Marketing
116-0315/02
čeština

Summary

The aim of module is to identify the specifics of business marketing, to specify the types of purchasing behaviour on the business markets and to apply the tools of marketing mix on the business markets. Students also get insight in segmentation process at the business markets.

Literature

ALLOT, Philip. Integrated Business to Business Marketing. London: John Hunt Publishing, 2022. ISBN 9781789047790 .
BRENNAN, Ross, CANNING, Louise a McGRATH, Helen. Business-to-Business Marketing. London: SAGE Publications, 2024. ISBN 9781529791501 .
LOŠŤÁKOVÁ, Hana. Nástroje posilování vztahů se zákazníky na B2B trhu. Praha: Grada, 2017. 320 s. ISBN 978-80-271-0419-2.

Advised literature

HALL, Simon. Innovative B2B Marketing. London: Kogan Page, 2022. ISBN 781398604780.
MAKHITA, K. M., CANT, Michael Colin a THERON, Danie. Business-to-Business Marketing. 1st ed. Cape Town: Juta, 2016. pp. 352. ISBN 978-1-48512-122-0 .
MONCZKA, Robert et al. Purchasing and Supply Change Management. 6th ed. Mason: Cengage Learning, 2016. 888 p. ISBN 9781285869681.


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Language of instruction čeština, angličtina, čeština
Code 116-0315
Abbreviation BM
Course title Business Marketing
Coordinating department Department of Marketing and Business
Course coordinator doc. Ing. Vojtěch Spáčil, CSc.