TOMÁŠKOVÁ, Eva and Lucie KAŇOVSKÁ. Marketing služeb - trendy v doprovodných službách (Services Marketing - Trends in customer services). Marketing & Komunikace. Praha: Česká marketingová společnost, 2007, XVII., No 3, p. 8-9. ISSN 1211-5622.
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Basic information
Original name Marketing služeb - trendy v doprovodných službách
Name (in English) Services Marketing - Trends in customer services
Authors TOMÁŠKOVÁ, Eva (203 Czech Republic, guarantor) and Lucie KAŇOVSKÁ (203 Czech Republic).
Edition Marketing & Komunikace, Praha, Česká marketingová společnost, 2007, 1211-5622.
Other information
Original language Czech
Type of outcome Article in a journal
Field of Study 50200 5.2 Economics and Business
Country of publisher Czech Republic
Confidentiality degree is not subject to a state or trade secret
RIV identification code RIV/00216224:14220/07:00032998
Organization unit Faculty of Law
Keywords in English marketing; customer services; marketing services
Tags customer services, marketing, marketing services
Tags Reviewed
Changed by Changed by: doc. Ing. Eva Tomášková, Ph.D., učo 163293. Changed: 2/4/2010 08:20.
Abstract
Tento příspěvek se zabývá rolí jako služby zaujímají v dnešní ekonomice. Důraz je kladen zejména na doprovodné služby. Část příspěvku je věnována takét nejnovějším trendům, se kterými se v oblasti doprovodných služeb můžeme setkat.
Abstract (in English)
Globalization from a cultural perspective referes to a transformation of existing cultures into a single global culture. This phenomenon can also be seen in the services sector. Even though the arguments, which are voiced in support of globalized marketing strategies, are based on the benefits associated with savings related to production volumes and the guarantee of uniform quality, multinational businesses have been increasingly adjusting their marketing strategies to the tastes and cultural differences of their customers.
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