03140ntm a22005417a 4500 000239277 CZ-PrVSE 20130619020316.0 m d cr n|||||||||| 130619s2013 xr fsbm 000 0 eng d NEZPRACOVANÝ IMPORT ABA006 cze ABA006 ABA006 Konečný, Martin ISIS:73700 dis Význam značky na B2B trzích : Případová studie Hilti eng The Importance of Brand on B2B Markets [elektronický zdroj] : Case Study of Hilti / Martin Konečný 2013 ?? s. : digital, PDF soubor Vedoucí práce: Miroslav Karlíček Diplomová práce (Ing.)—Vysoká škola ekonomická v Praze. Fakulta podnikohospodářská, 2013 Obsahuje bibliografii Textový (vysokoškolská kvalifikační práce) Rok obhajoby 2013 The brand is mostly associated with business-to-customer markets and environment. People would first think of such a brand, because we see marketing and advertising of those brands every day. But business-to-business brands are for companies also very important. The overall goal of my thesis would be to find out how the managers of a pure B2B company perceive the importance of brand in the B2B environment where the company operates. Theoretical part will, in the first chapter, characterize B2B environment as well as the specifics of brand building on this market. Second chapter focuses directly on the factors influencing brand success on B2B market and how brand influences and helps the company to succeed. Then, practical part is going to be focused on a company Hilti AG - a global premium provider of building construction tools and consumables in B2B, where the qualitative expert interviews with managers across different business units and departments -- marketing, sales and brand management -- will be conducted and will provide a base for my research. Způsob přístupu: Internet international management [obor dipl. práce] diplomové práce fd132022 czenas master's theses eczenas qualitative research expert interviews Hilti B2B market brand importance in B2B B2B brand B2B brand building Karlíček, Miroslav, 1979- vse2010558291 ths Kolouchová, Daniela ola2015881272 opn Vysoká škola ekonomická v Praze. Podnikohospodářská fakulta kn20010709402 https://isis.vse.cz/zp/39796/podrobnosti VŠKP v InSIS https://isis.vse.cz/zp/39796 Hlavní práce https://isis.vse.cz/zp/39796/posudek/vedouci Hodnocení vedoucího https://isis.vse.cz/zp/39796/posudek/oponent/30256 Oponentura http://isis.vse.cz/zp/126228/podrobnosti dc:identifier NEPOSILAT VSKP 126228 vse39796 130618