Marketingový mix ve vazbě na řízení péče o zákazníka

Abstract

The aim of the diploma work is to analyze the actual marketing mix of the Finidr company and with help of survey among key customers to detect whether this marketing mix is successful. The first part of this work is theoretical. There are basic elements of the marketing mix, CRM – customer relationships management and process of marketing research described there. The next part deals with characteristics of the company and analysis its actual marketing mix. The practical part issues from theoretical basis and its major objective is obtaining of information needful for proposition of optimal marketing mix prevailing company by using survey among key customers.