Publication detail

Marketing ve stavebnictví

DOHNAL, R.

Original Title

Marketing ve stavebnictví

English Title

Marketing in Construction management

Type

course reader

Language

Czech

Original Abstract

Marketing jako podnikatelská filozofie. Strategický marketing. Analýza trhu, okolí konkurence. SWOT analýza, analýza příležitostí firmy a ohrožení. Stanovení cílů podniku.Typové varianty marketingových strategií.Význam trhu. Marketingový mix. Výrobková politika. Distribuční politika. Komunikační politika.

English abstract

Marketing as a business philosophy. Strategic marketing. Analysis of the market, surroundings and the competition. SWOT analysis, analysis of firm opportunities and threats. Company objective assignment. Typical variants of marketing strategies. Importance of the market. Marketing mix. Product policy. Distributive policy. Communicative policy.

Key words in English

Marketing Construction management

Authors

DOHNAL, R.

Released

30. 11. 2006

Publisher

VUT FAST Brno

Location

Brno

Pages from

1

Pages to

194

Pages count

194

BibTex

@misc{BUT59325,
  author="Radek {Dohnal}",
  title="Marketing ve stavebnictví",
  booktitle="Marketing ve stavebnictví",
  year="2006",
  edition="1.",
  pages="1--194",
  publisher="VUT FAST Brno",
  address="Brno",
  note="course reader"
}