MATUŠÍNSKÁ, Kateřina, Martin KLEPEK and Michal STOKLASA. Marketing in Theory and Practice. Karviná: SU Opava, OPF Karviná, 2019, 183 pp. ISBN 978-80-7510-341-3.
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Basic information
Original name Marketing in Theory and Practice
Authors MATUŠÍNSKÁ, Kateřina (203 Czech Republic, guarantor, belonging to the institution), Martin KLEPEK (203 Czech Republic, belonging to the institution) and Michal STOKLASA (203 Czech Republic, belonging to the institution).
Edition Karviná, 183 pp. 2019.
Publisher SU Opava, OPF Karviná
Other information
Original language English
Type of outcome Teaching aids, texts (including individual chapters in textbooks)
Field of Study 50204 Business and management
Country of publisher Czech Republic
Confidentiality degree is not subject to a state or trade secret
RIV identification code RIV/47813059:19520/19:A0000029
Organization unit School of Business Administration in Karvina
ISBN 978-80-7510-341-3
Keywords in English marketing mix; marketing concept; marketing research; marketing environment; strategy and plan; consumer behaviour; business market; STP
Tags Reviewed
Changed by Changed by: Miroslava Snopková, učo 43819. Changed: 7/5/2020 12:36.
Abstract
Study text represents an innovated version of the textbook Marketing in Theory and Practice which was created by authors Ing. Kateřina Matušínská, Ph.D. and Ing. Michal Stoklasa and was published in 2014. This study text represents as an introduction to the basic terms and relations of this science discipline, and as the first step that leads to other, more complex marketing subjects following this basic course Marketing. After learning all the information from this book, the students will know how to practice basic marketing activities in a company, they will acquire basic knowledge from the marketing field in the way of basic terms, definitions and principles, they will know how to solve basic marketing issues, which are connected with the satisfying of customer needs and wishes. All the chapters include various examples for the readers to understand all the complex theory in a more simple way. The authors also structure this book in a way, that the readers can easily follow it in their decision making in a company.
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