Use of tools of marketing mix in businesses of service
| Principal Investigator: | doc. Ing. Petr JANEČEK, Ph.D.| Project Number: | SGS-2019-004 | Grant awarded by: | ZČU | |
| Term: | 2019-2020 |
CO-INVESTIGATORS:
- Ing. Karolína FAJFROVÁ
- doc. Ing. Dagmar JAKUBÍKOVÁ, Ph.D.
- doc. Ing. Petr JANEČEK, Ph.D.
- JUDr. Ing. David MARTINČÍK, Ph.D.
PROJECT ANNOTATION:
Services are currently at the forefront of the interests of customers and service providers. This project will be primarily focused on services, respectively on retail services and tourism services. The proposed project will examine the use of marketing mix tools in businesses of services. This project complements the previously implemented projects „SGS 2013-063 Opportunities and potential of use of modern technologies in retail and SGS 2015-0223 The Use of modern technologies in promotion“, MS POSTDOC, but also complements the currently implemented project „SGS Application of New Approaches to Marketing and Management“. The project is based on the research topics of the Faculty of Economics and on the study program „Economics and Management“. It also complements the research and teaching activities of the Department of Marketing, Trade and Services including a currently prepared study program „Marketing Management". Project provides wiht other previously implemented projects more complex view on the marketing, respectively marketing of services. The results of the project will be publised in journals and conferences which are recognized by the scientific public, but will primarily develop research activities among young scientists or student.