Marketing Management of Business Firms, Building Effective Collaborations Using the Concept of Category Management
| Thesis title: | Marketingové řízení obchodních firem, budování efektivních kooperací s využitím konceptu Category managementu |
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| Author: | Čapek, Michal |
| Thesis type: | Disertační práce |
| Supervisor: | Hesková, Marie |
| Opponents: | Ezrová, Hana; Lieskovská, Vanda; Rozmahel, Petr |
| Thesis language: | Česky |
| Abstract: | Disertační práce prezentuje teoretické přístupy ke category managementu, včetně definice jeho základního osmistupňového procesu. Implementace category managementu je uvedena na příkladech firmy Coca-Cola, které dokládají funkčnost navržené metodiky a cílů z úvodu této práce. |
| Keywords: | plánogramy; space management; merchandising; category management; management řízení kategorií - Coca-Cola - nealkoholické nápoje |
| Thesis title: | Marketing Management of Business Firms, Building Effective Collaborations Using the Concept of Category Management |
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| Author: | Čapek, Michal |
| Thesis type: | Dissertation thesis |
| Supervisor: | Hesková, Marie |
| Opponents: | Ezrová, Hana; Lieskovská, Vanda; Rozmahel, Petr |
| Thesis language: | Česky |
| Abstract: | Dissertation presents theoretical approaches to category management including the definition of its 8-step process. The implementation of category management is shown on examples of the Coca-Cola company, which support functionality of suggested methodology and objectives from the beginning of this dissertation. |
| Keywords: | planograms; space management; merchandising; category management; category management - Coca-Cola - non-alcoholic beverages |
Information about study
| Study programme: | Ekonomika a management/Management |
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| Type of study programme: | Doktorský studijní program |
| Assigned degree: | Ph.D. |
| Institutions assigning academic degree: | Vysoká škola ekonomická v Praze |
| Faculty: | Faculty of Management |
| Department: | Department of Management |
Information on submission and defense
| Date of assignment: | 1. 10. 2010 |
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| Date of submission: | 1. 9. 2014 |
| Date of defense: | 22. 9. 2014 |
| Identifier in the InSIS system: | https://insis.vse.cz/zp/48620/podrobnosti |