Introduction Define the objectives and the application methods used in the Master thesis.
Theoretical part
Compile theoretical information about marketing planning in B2B environment.
Practical part
Complete the analysis of current marketing situation and marketing environment in selected company.
Prepare the project of new marketing plan for next years 2015 - 2017.
Submit the project to risk and cost analysis including initial investment.
Conclusion
Research Plan
Introduction Define the objectives and the application methods used in the Master thesis.
Theoretical part
Compile theoretical information about marketing planning in B2B environment.
Practical part
Complete the analysis of current marketing situation and marketing environment in selected company.
Prepare the project of new marketing plan for next years 2015 - 2017.
Submit the project to risk and cost analysis including initial investment.
Conclusion
Recommended resources
ELLIS, Nick. Business-to-Business Marketing Relationships, Networks and Strategies. Oxford: Oxford University Press, 2011, 351 s. ISBN 978-0-19-955168-2.
GOULD, Rennie. Creating the strategy: winning and keeping customers in B2B markets. London; Philadelphia: Kogan Page, 2012, 238 s. ISBN 978-0-7494-6614-5.
JOBBER, David. Selling and Sales Management, 8th Ed. Harlow, England; New York: Prentice Hall/Financial Times, 2009, 546 s. ISBN: 978-0-273-72065-2.
STEVENS, Ruth P. Maximizing Lead Generation: The Complete Guide for B2B Marketers. Indianapolis; Que, 2012, 206 s. ISBN: 978-0-7897-4114-1.
SHARP, Byron. Marketing: Theory, Evidence, Practice, South Melbourne, Oxford University Press, 2013, 609 s. ISBN: 978-0-19-557355-8.
Recommended resources
ELLIS, Nick. Business-to-Business Marketing Relationships, Networks and Strategies. Oxford: Oxford University Press, 2011, 351 s. ISBN 978-0-19-955168-2.
GOULD, Rennie. Creating the strategy: winning and keeping customers in B2B markets. London; Philadelphia: Kogan Page, 2012, 238 s. ISBN 978-0-7494-6614-5.
JOBBER, David. Selling and Sales Management, 8th Ed. Harlow, England; New York: Prentice Hall/Financial Times, 2009, 546 s. ISBN: 978-0-273-72065-2.
STEVENS, Ruth P. Maximizing Lead Generation: The Complete Guide for B2B Marketers. Indianapolis; Que, 2012, 206 s. ISBN: 978-0-7897-4114-1.
SHARP, Byron. Marketing: Theory, Evidence, Practice, South Melbourne, Oxford University Press, 2013, 609 s. ISBN: 978-0-19-557355-8.
