Porovnání marketingových přístupů ke spotřebním a průmyslovým trhům

Abstract

Thesis „Comparison of Marketing Approaches to Customer and Industrial Markets" deals with the different marketing approaches of consumer and industrial market. The main aim of this thesis is to describe the differences between these markets. The first part deals with description of the actual marketing. The second part is devoted to the market, to its description, description of industrial and consumer market and the difference between the industrial and consumer markets. The third part describes the marketing mix and its individual elements: product, price, place and marketing communications. The fourth section is devoted to describing the various marketing market access for industrial and consumer markets.