Marketingová komunikace na trhu B2B a její analýza ve vybrané společnosti

This diploma thesis deals with the marketing communication on the B2B market and its analysis at Reklamet s.r.o company operating on the market of promotional items and merchandise. This market brings with it many specifics that influence the overall concept and the marketing communication system. The aim of the diploma thesis is based on the results of marketing communication analysis at Reklamet s.r.o. and their main market competitors first to evaluate the marketing communication from different angles of view and at the same time to compare it in terms of common and distinctive features between Reklamet s.r.o. and their main competitors. Consequently, recommendations will be proposed to streamline marketing communication at all levels.The questionnaire survey is used to retrieve information and data from an external environment, then interviews from an internal environment on the other side.The theoretical part is divided into three chapters and its main purpose is to explain the essence of marketing communication on the B2B market and to clarify its specifics and distinctions from the B2C market. The last chapter of the theoretical part deals with the use of marketing communication in various shopping situations and stages of the purchasing decision process.The output of the practical part is the recommendation to streamline marketing communication at all levels of management, which are mainly designed to improve the set communication processes and overall communication with customers. These recommendations are based on high-quality data obtained from analyzes and research.