Marketing a business firm

Managers and owners of business firms and university students will learn in this unique publication what specific marketing tools and approaches are suitable for the business sector and how to successfully select and apply the marketing mix. The book is tailored for the Czech reader based on Czech conditions and offers a number of examples from the practice of business firms in the Czech Republic. After an overview of the situation in the retail sector in the Czech Republic, you will learn about the differences in the situation and the use of appropriate approaches in modern retail companies with a majority of foreign capital and small and medium-sized trading companies with predominantly Czech capital participation. You will learn about the characteristics of the current customer and their consumption behaviour and decision-making, as well as the appropriate market segmentation criteria or marketing tools of the retailer. You will find out what specifics a marketing mix of a business company should have in comparison to that of a manufacturing company. The marketing mix of a business firm includes distribution policy (localization of the business is
Gnats, sales methods), pricing policy (price series, deductions and discounts), assortment policy (retail brands, services provided) and communication mix (sales promotion, in-store marketing, merchandising). Finally, you will learn how to build relationships with regular customers.