Skip to main content
Skip header
Close

Searching

Business Marketing

Business Marketing
116-0515/01
angličtina Business Marketing
116-0515/02
angličtina

Anotace

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 on the business markets.

Povinná literatura

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 .
HALL, Simon. Innovative B2B Marketing. London: Kogan Page, 2022. ISBN 9781398604780 .

Doporučená literatura

HUTT, D. Michael and SPEH, W. Thomas. Business Marketing Management. Mason: Cengage Learning, 2014. 480 p. ISBN 9781408093719 .
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.


zpět na vyhledávání
Language of instruction angličtina, angličtina
Code 116-0515
Abbreviation BME
Course title Business Marketing
Coordinating department Department of Marketing and Business
Course coordinator doc. Ing. Vojtěch Spáčil, CSc.