Channel Marketing Management for the Industrial Manufacturer
Thesis title: | Channel Marketing Management for the Industrial Manufacturer |
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Author: | Makarava, Ulyana |
Thesis type: | Diploma thesis |
Supervisor: | Lhotáková, Markéta |
Opponents: | Jovanović , Miloš |
Thesis language: | English |
Abstract: | The Master thesis focuses on examining marketing channel management for the industrial manufacturer. The aim is to analyze how the manufacturer markets its products via distribution network and to suggest improvements, based on performed literature research and interviews with four distributors from Central and Eastern Europe. Areas such as channel performance, channel members' commitment and motivation, marketing planning, marketing programs and marketing support for channel partners are explored. The research showed that the company is successful in channel marketing management and in many areas is placed above industry standards. Several improvement areas were identified and a set of targeted measures to improve individual partners' performance was suggested. |
Keywords: | B2B marketing; Distribution channels; MDF; Channel commitment; Channel marketing; Channel performance |
Thesis title: | Channel Marketing Management for the Industrial Manufacturer |
---|---|
Author: | Makarava, Ulyana |
Thesis type: | Diplomová práce |
Supervisor: | Lhotáková, Markéta |
Opponents: | Jovanović , Miloš |
Thesis language: | English |
Abstract: | The Master thesis focuses on examining marketing channel management for the industrial manufacturer. The aim is to analyze how the manufacturer markets its products via distribution network and to suggest improvements, based on performed literature research and interviews with four distributors from Central and Eastern Europe. Areas such as channel performance, channel members' commitment and motivation, marketing planning, marketing programs and marketing support for channel partners are explored. The research showed that the company is successful in channel marketing management and in many areas is placed above industry standards. Several improvement areas were identified and a set of targeted measures to improve individual partners' performance was suggested. |
Keywords: | Channel marketing; Channel commitment; Distribution channels; B2B marketing |
Information about study
Study programme: | Ekonomika a management/International Management |
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Type of study programme: | Magisterský studijní program |
Assigned degree: | Ing. |
Institutions assigning academic degree: | Vysoká škola ekonomická v Praze |
Faculty: | Faculty of International Relations |
Department: | Department of International Business |
Information on submission and defense
Date of assignment: | 14. 6. 2018 |
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Date of submission: | 12. 12. 2018 |
Date of defense: | 28. 1. 2019 |
Identifier in the InSIS system: | https://insis.vse.cz/zp/66220/podrobnosti |