{"id":685,"date":"2018-10-16T13:56:00","date_gmt":"2018-10-16T11:56:00","guid":{"rendered":"http:\/\/cma.cz.uvds454.active24.cz\/?page_id=685"},"modified":"2018-10-19T12:07:57","modified_gmt":"2018-10-19T10:07:57","slug":"685-2","status":"publish","type":"page","link":"https:\/\/www.cms-cma.cz\/vzdelavani\/knihovna\/nase-knihovna\/685-2\/","title":{"rendered":"P\u0159\u00edrustky"},"content":{"rendered":"

11 mana\u017eersk\u00fdch h\u0159\u00edch\u016f – Jak se mana\u017ee\u0159i p\u0159ipravuj\u00ed o kari\u00e9ru, rozum, partnery a z\u00e1bavu<\/strong><\/span><\/h2>\n

\"\"<\/p>\n

Klaus Schuster<\/strong>
\nJak\u00e9 fat\u00e1ln\u00ed chyby a mana\u017eersk\u00e9 h\u0159\u00edchy mohou vz\u00edt p\u016fdu pod nohama i t\u011bm nejlep\u0161\u00edm mana\u017eer\u016fm a podnikatel\u016fm? Jak m\u016f\u017ee mana\u017eer ud\u011blat sob\u011b i ostatn\u00edm z b\u011b\u017en\u00e9ho pracovn\u00edho dne peklo? Uzn\u00e1van\u00fd autor vtipn\u011b a s velkou znalost\u00ed v\u011bci vrh\u00e1 sv\u011btlo na ty nejv\u011bt\u0161\u00ed a nej\u010dast\u011bj\u0161\u00ed h\u0159\u00edchy mana\u017eer\u016f, kter\u00fdch se p\u0159i ka\u017edodenn\u00ed pr\u00e1ci zas a znovu dopou\u0161t\u011bj\u00ed, a p\u0159edev\u0161\u00edm konkr\u00e9tn\u011b ukazuje, \u017ee to jde i jinak. Poj\u010fte proj\u00edt str\u00e1nku za str\u00e1nkou tuto jedine\u010dnou knihu psanou s velk\u00fdm nadhledem a oboha\u0165te sv\u00e9 dosavadn\u00ed poznatky o mnoho zaj\u00edmav\u00fdch informac\u00ed a p\u0159\u00edklad\u016f z praxe. Z\u00edsk\u00e1te recept na \u00fasp\u011bch, d\u00edky n\u011bmu\u017e se top mana\u017ee\u0159i a nejlep\u0161\u00ed podnikatel\u00e9 dostanou na \u0161pici a udr\u017e\u00ed se na ni, a je\u0161t\u011b si p\u0159i tom u\u017eij\u00ed legraci.
\nGrada Publishing 2010, 269,- K\u010d<\/strong><\/p>\n

13 \u00fa\u010dinn\u00fdch strategi\u00ed pro obchodn\u00ed vyjedn\u00e1v\u00e1n\u00ed – Jak dos\u00e1hnout souhlasu<\/strong><\/span><\/h2>\n

G\u00fcnter Greff
\n<\/strong>Teprve z\u00edsk\u00e1n\u00ed soulasu d\u011bl\u00e1 vyjedn\u00e1v\u00e1n\u00ed \u00fasp\u011b\u0161n\u00fdm. Pro\u010d se to n\u011bkter\u00fdm lidem da\u0159\u00ed l\u00e9pe ne\u017e ostatn\u00edm? Co p\u0159i vyjedn\u00e1v\u00e1n\u00ed funguje, a co ne? Zku\u0161en\u00fd podnikatel a poradce \u010dtiv\u011b a prakticky p\u0159ibli\u017euje 13 \u00fa\u010dinn\u00fdch strategi\u00ed, kter\u00e9 v\u00e1m p\u0159i obchodn\u00edm vyjedn\u00e1v\u00e1n\u00ed zajist\u00ed \u017e\u00e1douc\u00ed pr\u016flom k souhlasn\u00e9mu stanovisku partnera. Autentick\u00e9 p\u0159\u00edb\u011bhy a \u010detn\u00e9 praktick\u00e9 p\u0159\u00edklady ukazuj\u00ed, jak rozpoznat \u0161anci k \u00fasp\u011b\u0161n\u00e9mu zakon\u010den\u00ed vyjedn\u00e1v\u00e1n\u00ed, jak tuto \u0161anci c\u00edlen\u011b vyu\u017e\u00edt, na co si d\u00e1t pozor p\u0159i volb\u011b slov a na\u010dasov\u00e1n\u00ed. P\u0159\u00edklady konkr\u00e9tn\u00edch formulac\u00ed a kontroln\u00ed seznamy v\u00e1m d\u00e1vaj\u00ed p\u0159\u00edle\u017eitost natr\u00e9novat situace, kter\u00fdm budete \u010delit p\u0159i re\u00e1ln\u00e9m vyjedn\u00e1v\u00e1n\u00ed, a umo\u017e\u0148uj\u00ed kontrolu vlastn\u00edho zlep\u0161ov\u00e1n\u00ed. Kniha je inspiruj\u00edc\u00edm r\u00e1dcem nejen pro obchodn\u00edky, ale pro v\u0161echny, kte\u0159\u00ed cht\u011bj\u00ed p\u0159i vyjedn\u00e1v\u00e1n\u00ed v pracovn\u00edm i soukrom\u00e9m \u017eivot\u011b \u00fa\u010dinn\u011bji dosahovat sv\u00fdch c\u00edl\u016f.
\nGrada Publishing 2006, 235,- K\u010d<\/strong><\/p>\n

Co d\u011blat, kdy\u017e firma p\u0159estane r\u016fst<\/strong><\/span><\/h2>\n

\"\"<\/p>\n

Steve McKee
\n<\/strong>Jednou z nejv\u011bt\u0161\u00edch v\u00fdzev ka\u017ed\u00e9ho mana\u017eera a podnikatele je dosahov\u00e1n\u00ed st\u00e1l\u00e9ho a ziskov\u00e9ho r\u016fstu. Nen\u00ed v\u0161ak \u017e\u00e1dnou v\u00fdjimkou, kdy\u017e se r\u016fst zastav\u00ed, a to ani u nejl\u00e9pe \u0159\u00edzen\u00fdch firem. V dne\u0161n\u00edm obt\u00ed\u017en\u00e9m ekonomick\u00e9m prost\u0159ed\u00ed to plat\u00ed dvojn\u00e1sob. Tato kn\u00ed\u017eka je praktickou p\u0159\u00edru\u010dkou pro \u0159editele, mana\u017eery a podnikatele, kte\u0159\u00ed \u010del\u00ed zastaven\u00ed r\u016fstu, i pro ty, kte\u0159\u00ed se tomu cht\u011bj\u00ed vyhnout. Zjist\u00edte, \u017ee za stagnuj\u00edc\u00ed r\u016fst v\u011bt\u0161inou nem\u016f\u017ee \u0161patn\u00fd management ani chybn\u00e1 strategie, ale p\u0159irozen\u00e9 tr\u017en\u00ed s\u00edly a dynamika \u0159\u00edzen\u00ed firem, kter\u00e9 z\u016fst\u00e1vaj\u00ed dlouho bez pov\u0161imnut\u00ed a jsou velice destruktivn\u00ed. P\u0159i\u010dem\u017e a\u0165 se v okol\u00ed firmy d\u011bje cokoliv, to d\u016fle\u017eit\u00e9 je uvnit\u0159. Intern\u00ed faktory rozhoduj\u00ed o \u00fasp\u011bchu \u010di ne\u00fasp\u011bchu zdol\u00e1n\u00ed v\u00fdzvy, jakou je stagnuj\u00edc\u00ed r\u016fst. Autor p\u0159edkl\u00e1d\u00e1 ov\u011b\u0159en\u00e9 a praktick\u00e9 rady, jak rozhoduj\u00edc\u00ed v\u011bci zm\u011bnit a r\u016fst znovu nastartovat. Vych\u00e1z\u00ed p\u0159itom z re\u00e1ln\u00fdch dat a uv\u00e1d\u00ed mnoho p\u0159\u00edklad\u016f z praxe.
\nGrada Publishing 2010, 375,- K\u010d<\/strong><\/p>\n

Pro\u010d je vzduch zadarmo a panenstv\u00ed drah\u00e9<\/strong><\/span><\/h2>\n

\"\"<\/p>\n

Luk\u00e1\u0161 Kovanda
\n<\/strong>Pro\u010d jsou ob\u00e9zn\u00ed d\u00edvky svoln\u011bj\u0161\u00ed k rizikov\u00e9mu sexu ne\u017e jejich atraktivn\u011bj\u0161\u00ed vrstevnice? Pro\u010d fyzicky atraktivn\u00ed lid\u00e9 dost\u00e1vaj\u00ed p\u016fj\u010dku na ni\u017e\u0161\u00ed \u00farok ne\u017e ti m\u00e9n\u011b vzhledn\u00ed? Pro\u010d se metrosexualita finan\u010dn\u011b vypl\u00e1c\u00ed a pro\u010d se modrooc\u00ed mu\u017ei ze severu Evropy v baru zpij\u00ed sp\u00ed\u0161e ne\u017e \u0160pan\u011bl \u010di Ital? I na tyto ot\u00e1zky dnes hledaj\u00ed odpov\u011bdi ekonomov\u00e9 \u2013 a kniha Pro\u010d je vzduch zadarmo a panenstv\u00ed drah\u00e9 je pln\u00e1 takov\u00fdch odpov\u011bd\u00ed.
\nBizBooks (Albatros Media) 2012, 249,- K\u010d<\/strong><\/p>\n

Warren Buffett hovo\u0159\u00ed (D\u016fvtip a moudrost nejv\u011bt\u0161\u00edho sv\u011btov\u00e9ho investora)<\/strong><\/span><\/h2>\n

\"\"<\/p>\n

Janette Lowe
\n<\/strong>Warren Buffett je pova\u017eov\u00e1n za nejdynami\u010dt\u011bj\u0161\u00edho investrora v\u0161ech dob.
\nKniha je pln\u00e1 p\u0159em\u00edt\u00e1n\u00ed o t\u00e9matech, jako je internetov\u00e9 podnik\u00e1n\u00ed, rodina a p\u0159\u00e1tel\u00e9, placen\u00ed dan\u00ed.
\nAutorka p\u0159edkl\u00e1d\u00e1 Buffettovy poznatky, vize a filozofick\u00e9 n\u00e1zory, kter\u00fdmi se \u0159\u00eddil b\u011bhem sv\u00e9 mimo\u0159\u00e1dn\u00e9 kari\u00e9ry investora.
\nAutorka tak\u00e9 zkoum\u00e1 pohnutky, kter\u00e9 Warrena Buffeta p\u0159im\u011bly v\u011bnovat 85 % jeho bohatstv\u00ed na dobro\u010dinn\u00e9 \u00fa\u010dely.
\nEdika (Albatros Media) 2012, 299,- K\u010d<\/strong><\/p>\n

Senior \u2013 z\u00e1kazn\u00edk budoucnosti<\/strong><\/span><\/h2>\n

\"\"<\/p>\n

Andreas Reidl
\n<\/strong>Jsou star\u0161\u00ed lid\u00e9 jako c\u00edlov\u00e1 skupina pro marketing va\u0161\u00ed firmy zaj\u00edmav\u00ed? Nev\u00edte si rady s t\u00edm, jak chyt\u0159e a \u00fa\u010dinn\u011b \u0159\u00eddit marketingov\u00e9 aktivity, abyste z\u00edskali n\u011bjakou \u010d\u00e1st z tohoto neust\u00e1le se zv\u011bt\u0161uj\u00edc\u00edho pod\u00edlu na trhu spot\u0159ebitel\u016f?
\n\u017divoty lid\u00ed a s nimi tak\u00e9 jejich spot\u0159ebitelsk\u00e9 obdob\u00ed se neust\u00e1le prodlu\u017euj\u00ed. Star\u0161\u00ed generace se \u010d\u00edm d\u00e1l, t\u00edm v\u00edce dost\u00e1v\u00e1 do ohniska ve\u0159ejn\u00e9ho z\u00e1jmu. Nejen genera\u010dn\u00ed boje a debaty o syst\u00e9mu d\u016fchodov\u00e9ho zabezpe\u010den\u00ed, ale tak\u00e9 ot\u00e1zky po spot\u0159ebitelsk\u00e9 s\u00edle senior\u016f a po nejvhodn\u011bj\u0161\u00edm c\u00edlen\u00ed jak produkce, tak v n\u00e1vaznosti na ni tak\u00e9 marketingu, na tuto skupinu nab\u00fdvaj\u00ed neust\u00e1le na s\u00edle.
\nBizBooks (Albatros Media) 2012, 369,- K\u010d<\/strong><\/p>\n

Bude h\u016f\u0159, ale v\u00e1m bude l\u00edp<\/strong><\/span><\/h2>\n

\"\"<\/p>\n

David Gruber
\n<\/strong>Druh\u00e9 desetilet\u00ed 21. stolet\u00ed je dobou p\u0159evratn\u00fdch zm\u011bn, kter\u00e9 se t\u00fdkaj\u00ed i komunikace. Je tedy pot\u0159eba se zm\u011bn\u00e1m p\u0159izp\u016fsobit a co nejv\u00edce je vyu\u017e\u00edt ke sv\u00e9mu prosp\u011bchu. K tomu je nutn\u00e9 zn\u00e1t faktory ovliv\u0148uj\u00edc\u00ed komunikaci. David Gruber ve sv\u00e9 nov\u00e9 knize formuluje \u010dty\u0159i kl\u00ed\u010dov\u00e9 faktory, kter\u00e9 si mus\u00ed du\u0161evn\u011b pracuj\u00edc\u00ed \u010dlov\u011bk uv\u011bdomit a na kter\u00e9 mus\u00ed reagovat, aby byl \u00fasp\u011b\u0161n\u00fd. D\u00edky jejich znalosti a za aplikace autorovy metody psychovzorc\u016f budete na v\u0161echny zm\u011bny p\u0159ipraveni.
\nBizBooks (Albatros Media) 2012, 189,- K\u010d<\/strong><\/p>\n

Marketing pro za\u010d\u00e1te\u010dn\u00edky<\/strong><\/span><\/h2>\n

\"\"<\/p>\n

Miroslav Foret
\n<\/strong>T\u0159et\u00ed aktualizovan\u00e9 vyd\u00e1n\u00ed \u00fasp\u011b\u0161n\u00e9 knihy. Titul jednoduchou a p\u0159ehlednou formou sezn\u00e1m\u00ed za\u010d\u00e1te\u010dn\u00edka se v\u0161\u00edm d\u016fle\u017eit\u00fdm, co by m\u011bl o marketingu v\u011bd\u011bt. Ka\u017ed\u00e1 z problematik je \u017eiv\u011b demonstrov\u00e1na na modelov\u00fdch situac\u00edch a to p\u0159ev\u00e1\u017en\u011b z dom\u00e1c\u00edho prost\u0159ed\u00ed. Pochop\u00edte tak rychle mechanismy, kter\u00fdmi se dom\u00e1c\u00ed trh \u0159\u00edd\u00ed. Za ka\u017edou kapitolou n\u00e1sleduj\u00ed praktick\u00e9 ot\u00e1zky k zamy\u0161len\u00ed i cvi\u010den\u00ed.
\nEdika (Albatros Media) 2012, 249,- K\u010d<\/strong><\/p>\n

\u0158ekn\u011bte si ma\u0148\u00e1na! I v\u00fdkonn\u00ed lid\u00e9 pot\u0159ebuj\u00ed pauzu<\/strong><\/span><\/h2>\n
<\/div>\n
\n
\n

\"\"<\/p>\n

Gunter Frank, Maja Storch
\n<\/strong>P\u0159iznejme si, mnoz\u00ed z n\u00e1s neum\u00edme vypnout a \u0159\u00edct si: Z\u00edtra je taky den, dej si pauzu! Pr\u00e1ci, rodinu a voln\u00fd \u010das jsme se u\u017e mo\u017en\u00e1 nau\u010dili skloubit dohromady \u2013 a p\u0159esto se c\u00edt\u00edme tak podivn\u011b pr\u00e1zdn\u00ed. Nez\u00e1le\u017e\u00ed toti\u017e jen na perfektn\u00edm \u201etime-managementu\u201c, je tak\u00e9 d\u016fle\u017eit\u00e9 um\u011bt odpo\u010d\u00edvat, zklidnit a uvolnit se. Auto\u0159i t\u00e9to knihy n\u00e1s to nau\u010d\u00ed. Na z\u00e1klad\u011b nov\u00fdch poznatk\u016f z oblasti neuropsychologie a medic\u00edny, s pomoc\u00ed osobn\u00edch p\u0159\u00edb\u011bh\u016f zanepr\u00e1zdn\u011bn\u00fdch lid\u00ed n\u00e1s sezn\u00e1m\u00ed s postupy, jak ovl\u00e1dat um\u011bn\u00ed, zde nazvan\u00e9 ma\u0148\u00e1na, ani\u017e bychom zanedb\u00e1vali sv\u00e9 povinnosti. P\u0159in\u00e1\u0161\u00ed pocity \u00fasp\u011bchu, spokojenosti a p\u0159\u00edjemn\u00e9 rovnov\u00e1hy mezi pracovn\u00edm a soukrom\u00fdm \u017eivotem. P\u0159in\u00e1\u0161\u00ed revoluci v oblasti Work-Life-Balance.<\/span>
\nComputer Press Brno 2012, 249,- K\u010d<\/strong><\/p>\n<\/div>\n

\u00dasp\u011b\u0161n\u00fd prodej firmy Ve spr\u00e1vn\u00fd \u010das a za dobrou cenu<\/strong><\/span><\/h2>\n

\"\"<\/p>\n

Les Nemethy
\n<\/strong>My\u0161lenkami na prodej firmy, odchod do \u201epodnikatelsk\u00e9ho d\u016fchodu\u201c nebo n\u00e1stupnictv\u00ed se v sou\u010dasn\u00e9 dob\u011b zaob\u00edr\u00e1 velk\u00e1 \u010d\u00e1st porevolu\u010dn\u00edch podnikatel\u016f, majitel\u016f mal\u00fdch a st\u0159edn\u00edch firem. Pr\u00e1v\u011b jim je ur\u010dena publikace \u00dasp\u011b\u0161n\u00fd prodej firmy, kter\u00e1 se krok za krokem zab\u00fdv\u00e1 nejen pl\u00e1nov\u00e1n\u00edm prodeje firmy, ale tak\u00e9 \u0159\u00edzen\u00edm cel\u00e9 transakce. Autor se b\u011bhem sv\u00e9 25let\u00e9 kari\u00e9ry v oblasti financ\u00ed z\u00fa\u010dastnil prodeje stovek firem ve 40 zem\u00edch sv\u011bta. Sv\u00e9 zku\u0161enosti shrnul do praktick\u00e9 p\u0159\u00edru\u010dky, kter\u00e1 obsahuje 30 p\u0159\u00edpadov\u00fdch studi\u00ed z re\u00e1ln\u00e9ho \u017eivota a proto\u017ee popisuje hlavn\u011b principy prodeje firmy a upozor\u0148uje podnikatele, na co by si m\u011bli d\u00e1t pozor, je pou\u017eiteln\u00e1 i v na\u0161ich legislativn\u00edch podm\u00ednk\u00e1ch.
\nCPMPUTERPRESS Brno, BIZBOOKS 2011, 399,- K\u010d<\/strong><\/p>\n<\/div>\n

Chov\u00e1n\u00ed z\u00e1kazn\u00edka \u2013 Jak odkr\u00fdt tajemstv\u00ed „\u010dern\u00e9 sk\u0159\u00ed\u0148ky“<\/span><\/strong><\/h2>\n

\"\"<\/p>\n

Jitka Vysekalov\u00e1 a kolektiv
\n<\/strong>Plnobarevn\u00e1 publikace p\u0159in\u00e1\u0161\u00ed nejnov\u011bj\u0161\u00ed poznatky k \u00fast\u0159edn\u00edmu t\u00e9matu marketingu a prodeje – co ovliv\u0148uje chov\u00e1n\u00ed z\u00e1kazn\u00edk\u016f. Dozv\u00edte se, co a jak ovliv\u0148uje rozhodov\u00e1n\u00ed z\u00e1kazn\u00edka, jak\u00fd je vztah z\u00e1kazn\u00edka k produktu, zna\u010dce, obalu a cen\u011b zbo\u017e\u00ed a co v\u0161e dal\u0161\u00edho na z\u00e1kazn\u00edka p\u016fsob\u00ed. Pozn\u00e1te typy spot\u0159ebitel\u016f a jejich chov\u00e1n\u00ed a z\u00edsk\u00e1te nov\u00e9 informace o neuromarketingu a mo\u017enostech jeho vyu\u017eit\u00ed p\u0159i anal\u00fdze n\u00e1kupn\u00edho chov\u00e1n\u00ed. Prakticky zam\u011b\u0159en\u00e9 poznatky se prol\u00ednaj\u00ed s p\u0159\u00edklady z \u010desk\u00e9 a zahrani\u010dn\u00ed praxe. Kniha je ur\u010dena zejm\u00e9na marketingov\u00fdm mana\u017eer\u016fm, specialist\u016fm a student\u016fm vysok\u00fdch \u0161kol.
\nGrada Publishing 2011, 425,- K\u010d<\/strong><\/p>\n

P<\/strong><\/span>\u0159esv\u011bd\u010div\u00e1 prezentace – \u0160pi\u010dkov\u00e9 rady, tipy a p\u0159\u00edklady<\/strong><\/span><\/h2>\n

\"\"<\/p>\n

Olga Medl\u00edkov\u00e1
\n<\/strong>Um\u011bt p\u0159esv\u011bd\u010div\u011b prezentovat a komunikovat je dnes silnou konkuren\u010dn\u00ed v\u00fdhodou ka\u017ed\u00e9ho, kdo prezentuje sv\u00e9 p\u0159edstavy, pl\u00e1ny, projekty, v\u00fdsledky, produkty \u010di my\u0161lenky. Jde nejen o mana\u017eery, obchodn\u00edky \u010di lektory, ale v\u0161echny, kte\u0159\u00ed cht\u011bj\u00ed usp\u011bt v mezilidsk\u00e9 komunikaci. V t\u00e9to praktick\u00e9 a \u010dtiv\u00e9 p\u0159\u00edru\u010dce se dozv\u00edte, jak\u00e9 jsou d\u016fle\u017eit\u00e9 kompetence dobr\u00e9ho prezent\u00e1tora, jak prezentaci spr\u00e1vn\u011b p\u0159ipravit s ohledem na jej\u00ed c\u00edl, jak ide\u00e1ln\u011b v\u00e9st prezentaci, v n\u00ed\u017e n\u011bco nab\u00edz\u00edte, prezentaci, kterou p\u0159esv\u011bd\u010dujete a motivujete, a reportovac\u00ed prezentaci, j\u00ed\u017e informujete. Zjist\u00edte, jak \u00fa\u010dinn\u011b argumentovat a zvl\u00e1dat n\u00e1mitky, jak\u00e1 vyj\u00e1d\u0159en\u00ed jsou vhodn\u00e1 a nevhodn\u00e1, jak\u00fdm chyb\u00e1m se vyhnout, co d\u011blat v obt\u00ed\u017en\u00fdch situac\u00edch \u010di jak se vypo\u0159\u00e1dat s tr\u00e9mou.
\nGrada Publishing 2008, 219,- K\u010d<\/strong><\/p>\n

Diferencovan\u00e9 \u0159\u00edzen\u00ed vztah\u016f se z\u00e1kazn\u00edky – Modern\u00ed strategie r\u016fstu v\u00fdkonnosti podniku<\/strong><\/span><\/h2>\n

\"\"<\/h2>\n

Hana Lo\u0161\u0165\u00e1kov\u00e1 a kolektiv\u00a0\u00a0\u00a0<\/strong>
\nPublikace se v\u011bnuje hodnotov\u00e9mu managementu spo\u010d\u00edvaj\u00edc\u00edmu v odhalov\u00e1n\u00ed, vytv\u00e1\u0159en\u00ed, dod\u00e1v\u00e1n\u00ed a dal\u0161\u00edm zdokonalov\u00e1n\u00ed hodnoty pro z\u00e1kazn\u00edky diferencovan\u011b podle p\u0159\u00ednosu jednotliv\u00fdch z\u00e1kazn\u00edk\u016f pro podnik. Jsou rozeb\u00edr\u00e1ny kl\u00ed\u010dov\u00e9 f\u00e1ze hodnotov\u00e9ho managementu a mo\u017enosti uplatn\u011bn\u00ed modern\u00edch syst\u00e9m\u016f p\u00e9\u010de o trh (Quality Management System, Quick Response atd.). V neposledn\u00ed \u0159ad\u011b jsou navr\u017eeny a rozebr\u00e1ny zp\u016fsoby m\u011b\u0159en\u00ed a dal\u0161\u00edho zvy\u0161ov\u00e1n\u00ed v\u00fdkonnosti podniku p\u0159i uplatn\u011bn\u00ed strategie diferencovan\u00e9ho CRM na principu Balanced Scorecard. Procesn\u00ed p\u0159\u00edstup k \u0159\u00edzen\u00ed vztah\u016f se z\u00e1kazn\u00edky na b\u00e1zi diferencovan\u00e9ho hodnotov\u00e9ho managementu dosud v \u010desk\u00e9 odborn\u00e9 literatu\u0159e nebyl publikov\u00e1n.
\nGrada Publishing 2009, 375,- K\u010d<\/strong><\/p>\n

Image a firemn\u00ed identita<\/strong><\/span><\/h2>\n

\"\"<\/p>\n

Jitka Vysekalov\u00e1, Ji\u0159\u00ed Mike\u0161\u00a0\u00a0\u00a0<\/strong>
\nPrvn\u00ed ucelen\u00e1 publikace na na\u0161em trhu o image a firemn\u00ed identit\u011b p\u0159in\u00e1\u0161\u00ed krom\u011b odborn\u011b erudovan\u00e9ho, aktu\u00e1ln\u00edho a \u010dtiv\u00e9ho v\u00fdkladu tak\u00e9 \u0159adu p\u0159\u00edklad\u016f budov\u00e1n\u00ed, zm\u011bn i anal\u00fdzy image a firemn\u00ed identity z \u010desk\u00e9 i zahrani\u010dn\u00ed praxe, a to v\u010detn\u011b vytv\u00e1\u0159en\u00ed corporate identity \u010cR. Autory knihy jsou uzn\u00e1van\u00ed odborn\u00edci v oblasti marketingov\u00e9 komunikace, doc. Jitka Vysekalov\u00e1 a Ing. Ji\u0159\u00ed Mike\u0161. Dozv\u00edte se, z \u010deho se skl\u00e1d\u00e1 firemn\u00ed identita a jak ji \u0159\u00eddit, a co p\u0159edstavuj\u00ed jednotliv\u00e9 slo\u017eky firemn\u00ed identity, tedy firemn\u00ed kultura, design, komunikace i chov\u00e1n\u00ed. Zjist\u00edte, co v\u0161e p\u016fsob\u00ed na budov\u00e1n\u00ed image, jak\u00fd je v\u00fdznam emoc\u00ed v t\u011bchto souvislostech a jak o koupi produktu rozhoduj\u00ed i p\u0159edstavy, n\u00e1zory a emocion\u00e1ln\u00ed kvality, kter\u00e9 si s n\u00edm z\u00e1kazn\u00edk spojuje. Kn\u00ed\u017eka se v\u011bnuje tak\u00e9 anal\u00fdze image, vyu\u017eit\u00ed metod kvalitativn\u00edho i kvantitativn\u00edho v\u00fdzkumu i specifick\u00fdm p\u0159\u00edstup\u016fm k „m\u011b\u0159en\u00ed“ image. Je ur\u010dena marketingov\u00fdm a PR mana\u017eer\u016fm a specialist\u016fm a student\u016fm V\u0160.
\nGrada Publishing 2009, 375,- K\u010d<\/strong><\/p>\n

Velk\u00fd lexikon spole\u010densk\u00e9ho chov\u00e1n\u00ed<\/strong><\/span><\/h2>\n

Vladim\u00edr Smejkal, Hana Schelov\u00e1 Bachrachov\u00e1
\n<\/strong>Velk\u00fd lexikon spole\u010densk\u00e9ho chov\u00e1n\u00ed je nejobs\u00e1hlej\u0161\u00ed publikac\u00ed o etiket\u011b u n\u00e1s a najdeme zde odpov\u011b\u010f na prakticky ka\u017edou ot\u00e1zku t\u00fdkaj\u00edc\u00ed se spole\u010densk\u00e9ho chov\u00e1n\u00ed. Velmi \u010dtiv\u00fd text doprov\u00e1zen\u00fd n\u00e1vodn\u00fdmi a z\u00e1bavn\u00fdmi ilustracemi Romana Klisk\u00e9ho pot\u011b\u0161\u00ed, pou\u010d\u00ed a pobav\u00ed \u010dten\u00e1\u0159e ka\u017ed\u00e9ho v\u011bku – od dosp\u00edvaj\u00edc\u00ed ml\u00e1de\u017ee po seniory. Zku\u0161en\u00ed auto\u0159i p\u0159edkl\u00e1daj\u00ed zasv\u011bcen\u00e9 rady, jak se chovat v nejr\u016fzn\u011bj\u0161\u00edch spole\u010densk\u00fdch situac\u00edch – nejen v t\u011bch nej\u010dast\u011bj\u0161\u00edch, jako je oslovov\u00e1n\u00ed \u010di pod\u00e1n\u00ed ruky, ale i p\u0159i mnoha specifick\u00fdch ud\u00e1lostech, ke kter\u00fdm pat\u0159\u00ed nap\u0159. prvn\u00ed rande, n\u00e1v\u0161t\u011bva kina, rodinn\u00e9 ob\u0159ady, chov\u00e1n\u00ed v zam\u011bstn\u00e1n\u00ed a p\u0159i doprav\u011b, v nemocnici atd. Kniha je skv\u011bl\u00fdm d\u00e1rkem pro ka\u017ed\u00e9ho a nem\u011bla by chyb\u011bt v knihovn\u011b \u017e\u00e1dn\u00e9ho modern\u00edho \u010dlov\u011bka!
\nGrada Publishing 2007, 429,- K\u010d<\/strong><\/p>\n

 <\/p>\n

Mezin\u00e1rodn\u00ed marketing<\/strong><\/span><\/h2>\n

\"\"<\/p>\n

Hana Machkov\u00e1<\/strong><\/p>\n

2., roz\u0161\u00ed\u0159en\u00e9 a p\u0159epracovan\u00e9 vyd\u00e1n\u00ed<\/p>\n

Sezn\u00e1m\u00edte se s hlavn\u00edmi koncepcemi strategick\u00e9ho mezin\u00e1rodn\u00edho marketingu (v\u00fdvozn\u00ed, glob\u00e1ln\u00ed a interkultur\u00e1ln\u00ed marketing) a z\u00e1kladn\u00edmi teoretick\u00fdmi p\u0159\u00edstupy k internacionalizaci. Z\u00edsk\u00e1te informace o mezin\u00e1rodn\u00edm prost\u0159ed\u00ed, jeho vlivu na mezin\u00e1rodn\u00ed podnik\u00e1n\u00ed a o rizic\u00edch s n\u00edm spojen\u00fdmi. Pozn\u00e1te metody, kter\u00e9 vyu\u017e\u00edvaj\u00ed glob\u00e1ln\u011b p\u016fsob\u00edc\u00ed v\u00fdzkumn\u00e9 agentury, najdete zde i informa\u010dn\u00ed zdroje pro \u010desk\u00e9 v\u00fdvozce. Volba formy vstupu na zahrani\u010dn\u00ed trhy, strategick\u00e9 pl\u00e1nov\u00e1n\u00ed a problematika segmentace mezin\u00e1rodn\u00edch trh\u016f, v\u00fdb\u011bru c\u00edlov\u00e9ho trhu a stanoven\u00ed vhodn\u00e9ho positioningu zavr\u0161uj\u00ed strategick\u00e1 firemn\u00ed rozhodov\u00e1n\u00ed. Z\u00e1v\u011br knihy se v\u011bnuje mezin\u00e1rodn\u00edmu marketingov\u00e9mu mixu: mezin\u00e1rodn\u00ed v\u00fdrobkov\u00e9 politice, firemn\u00ed zna\u010dkov\u00e9 politice, mezin\u00e1rodn\u00ed cenov\u00e9 politice, distribu\u010dn\u00ed politice a problematice mezin\u00e1rodn\u00ed komunika\u010dn\u00ed politiky. Srozumiteln\u00fd text v\u00e1m pom\u016f\u017ee problematiku dob\u0159e pochopit a vyu\u017e\u00edt z\u00edskan\u00e9 poznatky v praxi.
\nGrada 2006, 208 stran, cena 299 K\u010d<\/strong><\/p>\n

Marketing<\/strong><\/span><\/h2>\n

\"\"<\/h2>\n

Philip Kotler, Gary Armstrong
\n<\/strong>\u0160est\u00e9, modern\u011b pojat\u00e9 vyd\u00e1n\u00ed jedn\u00e9 z nejpou\u017e\u00edvan\u011bj\u0161\u00edch u\u010debnic marketingu je zam\u011b\u0159eno na nejnov\u011bj\u0161\u00ed trendy \u2013 nov\u00e9 vztahy k z\u00e1kazn\u00edk\u016fm, c\u00edlen\u00e9 marketingov\u00e9 strategie, produkty \u0161it\u00e9 na m\u00edru pomoc\u00ed modern\u00edch technologi\u00ed, n\u00e1stroje pro zlep\u0161en\u00ed pozice men\u0161\u00edch firem, nov\u00e9 formy mezifiremn\u00ed spolupr\u00e1ce. Sv\u011btov\u011b proslul\u00ed a uzn\u00e1van\u00ed auto\u0159i p\u0159ipravili text s \u0159adou p\u0159\u00edpadov\u00fdch studi\u00ed, p\u0159\u00edklad\u016f a cvi\u010den\u00ed. V prvn\u00ed \u010d\u00e1sti vysv\u011btluj\u00ed z\u00e1kladn\u00ed pojmy a koncepce marketingu. Druh\u00e1 \u010d\u00e1st je v\u011bnov\u00e1na internetu, anal\u00fdze marketingov\u00e9ho prost\u0159ed\u00ed, \u0159\u00edzen\u00ed marketingov\u00fdch informac\u00ed, spot\u0159ebn\u00edmu chov\u00e1n\u00ed. T\u0159et\u00ed, nosn\u00e1 \u010d\u00e1st knihy, je zam\u011b\u0159ena na strategick\u00fd marketing a na jednotliv\u00e9 n\u00e1stroje marketingov\u00e9ho mixu (v\u00fdrobkov\u00e1, cenov\u00e1, distribu\u010dn\u00ed a komunika\u010dn\u00ed politika). Z\u00e1v\u011bre\u010dn\u00e1 \u010d\u00e1st zpracov\u00e1v\u00e1 tematiku glob\u00e1ln\u00edho marketingu a \u00falohy marketingu v modern\u00ed spole\u010dnosti. P\u0159eklad je d\u00edlem kolektivu pedagog\u016f katedry mezin\u00e1rodn\u00edho obchodu Vysok\u00e9 \u0161koly ekonomick\u00e9 v Praze, kte\u0159\u00ed maj\u00ed i vlastn\u00ed marketingov\u00e9 zku\u0161enosti z p\u016fsoben\u00ed ve firm\u00e1ch.
\nGrada 2004, 856 stran, cena 980 K\u010d<\/strong><\/p>\n

Public relations jako ovliv\u0148ov\u00e1n\u00ed m\u00edn\u011bn\u00ed<\/strong><\/span><\/h2>\n

Jozef Ftorek<\/strong><\/p>\n

\"\"Jak \u00fasp\u011b\u0161n\u011b ovliv\u0148ovat a nenechat se zmanipulovat<\/p>\n

Kniha ojedin\u011bl\u00e1 \u0161\u00ed\u0159\u00ed zpracov\u00e1n\u00ed t\u00e9matu poskytuje komplexn\u011bj\u0161\u00ed pohled na problematiku oboru public relations \u2013 nedefinuje a nevn\u00edm\u00e1 PR pouze jako sou\u010d\u00e1st podnikov\u00e9ho marketingu, ale i jako dovednost ovliv\u0148ov\u00e1n\u00ed m\u00edn\u011bn\u00ed. Tato dovednost se uplat\u0148uje v mnoha aspektech spole\u010densk\u00e9ho \u017eivota, zejm\u00e9na v marketingu a obchodu, politice nebo vzd\u011bl\u00e1v\u00e1n\u00ed, a zahrnuje tak mnoh\u00e9 kulturn\u00ed, zejm\u00e9na masmedi\u00e1ln\u00ed v\u00fdstupy: film, zpravodajstv\u00ed, publicistiku, reklamu i propagandu v jej\u00edm tradi\u010dn\u00edm pojet\u00ed, tzn. jako manipulaci m\u00e9dii za \u00fa\u010delem z\u00edsk\u00e1n\u00ed spole\u010densk\u00e9 kontroly. Kniha je ur\u010dena nejen pracovn\u00edk\u016fm firemn\u00edho PR a marketingu a pracovn\u00edk\u016fm PR agentur, ale v\u0161em, kte\u0159\u00ed musej\u00ed efektivn\u011b komunikovat s ve\u0159ejnost\u00ed nebo z\u00e1jmov\u00fdmi skupinami, a to zejm\u00e9na prost\u0159ednictv\u00edm masm\u00e9di\u00ed.
\nGrada 2007, 168 stran, cena 229,- K\u010d<\/strong><\/p>\n

Modern\u00ed marketingov\u00fd v\u00fdzkum<\/strong><\/span><\/h2>\n

\"\"<\/p>\n

Roman Kozel a kolektiv
\n<\/strong>P\u0159ehledn\u00e1 a srozumiteln\u00e1 publikace pro marketingov\u00e9 mana\u017eery a vysoko\u0161kolsk\u00e9 studenty p\u0159in\u00e1\u0161\u00ed modern\u00ed pohled na marketingov\u00fd v\u00fdzkum, jeho metody, p\u0159\u00ednosy a mo\u017enosti. \u010cten\u00e1\u0159 se dozv\u00ed \u0159adu praktick\u00fdch rad a tip\u016f, jak organiza\u010dn\u011b zajistit marketingov\u00fd v\u00fdzkum, jak se vyznat v nab\u00eddce reklamn\u00edch agentur a jak postupovat krok za krokem v pr\u016fb\u011bhu cel\u00e9ho v\u00fdzkumu. Auto\u0159i se podrobn\u011b v\u011bnuj\u00ed metod\u00e1m kvantitativn\u00edho a kvalitativn\u00edho v\u00fdzkumu (dotazov\u00e1n\u00ed, pozorov\u00e1n\u00ed, experiment) a typ\u016fm v\u00fdzkumu (nap\u0159. v\u00fdrobkov\u00fd v\u00fdzkum, cenov\u00fd v\u00fdzkumu, v\u00fdzkum pro pot\u0159eby marketingov\u00e9 komunikace, v\u00fdzkum z\u00e1kazn\u00edk\u016f), zachycuj\u00ed nov\u00e9 trendy v marketingov\u00e9m v\u00fdzkumu. \u010ctiv\u00fd text dopl\u0148uje mnoho p\u0159\u00edklad\u016f, obr\u00e1zk\u016f a odkaz\u016f v\u010detn\u011b webov\u00fdch str\u00e1nek.
\nGrada 2006, pevn\u00e1 vazba, 280 stran, cena 369,- K\u010d<\/strong><\/p>\n

10 smrteln\u00fdch marketingov\u00fdch h\u0159\u00edch\u016f<\/strong><\/span><\/h2>\n

\"\"<\/p>\n

Philip Kotler<\/strong>
\nJak je rozpoznat a nesp\u00e1chat<\/strong><\/p>\n

Sv\u011btozn\u00e1m\u00fd autor mnoha knih a \u00fasp\u011b\u0161n\u00fd konzultant \u0159ady sv\u011btov\u00fdch firem p\u0159ibli\u017euje nejz\u00e1va\u017en\u011bj\u0161\u00ed a nejobvyklej\u0161\u00ed chyby a omyly, kter\u00e9 se v marketingov\u00e9 praxi b\u011b\u017en\u011b vyskytuj\u00ed. Od popisu nep\u0159\u00edzniv\u00e9 situace postupuje k takov\u00fdm doporu\u010den\u00edm, aby mohl b\u00fdt firemn\u00ed marketing skute\u010dn\u00fdm motorem \u00fasp\u011b\u0161n\u00e9ho podnik\u00e1n\u00ed. Jako marketingov\u00fd profesion\u00e1l budete \u00fasp\u011b\u0161n\u011bj\u0161\u00ed, budete-li sestavovat \u00fa\u010dinn\u011bj\u0161\u00ed marketingov\u00e9 pl\u00e1ny, odkr\u00fdvat nov\u00e9 tr\u017en\u00ed p\u0159\u00edle\u017eitosti a vytv\u00e1\u0159et ziskov\u00e9 vztahy se z\u00e1kazn\u00edky.
\nGrada 2005, 140 stran, cena 229 K\u010d<\/strong><\/p>\n

Marketingov\u00e1 strategie destinace cestovn\u00edho ruchu<\/strong><\/span><\/h2>\n

\"\"<\/p>\n

Monika Palatkov\u00e1<\/strong><\/p>\n

Jak z\u00edskat v\u00edce p\u0159\u00edjm\u016f z cestovn\u00edho ruchu<\/p>\n

Mana\u017ee\u0159i, podnikatel\u00e9 a studenti zvl\u00e1dnou d\u00edky t\u00e9to publikaci teorii destina\u010dn\u00edho marketingu a z\u00edskaj\u00ed znalosti o jeho praktick\u00e9m vyu\u017eit\u00ed. Region\u00e1ln\u00edm instituc\u00edm kniha pom\u016f\u017ee orientovat se v tom, co je zapot\u0159eb\u00ed k \u00fasp\u011b\u0161n\u00e9mu prodeji turistick\u00e9 destinace, poskytne n\u00e1vod, jak sestavit, realizovat a kontrolovat marketingov\u00fd pl\u00e1n destinace. Komer\u010dn\u00ed subjekty z\u00edskaj\u00ed p\u0159edstavu o za\u010dlen\u011bn\u00ed do syst\u00e9mu destinace, o mo\u017enostech prodeje sv\u00e9ho produktu jako sou\u010d\u00e1sti produktu destinace i o proniknut\u00ed na trh turismu v r\u00e1mci destinace d\u00edky u\u017e\u0161\u00ed spolupr\u00e1ci ve\u0159ejn\u00e9ho a priv\u00e1tn\u00edho sektoru. Ve v\u00fdsledku by se m\u011bl p\u0159\u00ednos publikace projevit ve snaz\u0161\u00edm p\u0159\u00edstupu na trh cestovn\u00edho ruchu, znamenaj\u00edc\u00edm v\u00edce dom\u00e1c\u00edch i zahrani\u010dn\u00edch turist\u016f a p\u0159\u00edjm\u016f pro destinaci.
\nPrakti\u010dnost knihy podtrhuje dostupnost aktu\u00e1ln\u00edch informac\u00ed t\u00fdkaj\u00edc\u00edch se destinace \u010cesk\u00e1 republika na webov\u00fdch str\u00e1nk\u00e1ch nakladatelstv\u00ed www.grada.cz.<\/a> Tyto informace je mo\u017en\u00e9 z\u00edskat pouze bezplatn\u00fdm sta\u017een\u00edm z webov\u00fdch str\u00e1nek nakladatelstv\u00ed, nejsou sou\u010d\u00e1st\u00ed ti\u0161t\u011bn\u00e9 publikace.
\nKnihu odborn\u011b recenzovaly: Doc. Ing. Vlasta Mal\u00e1, CSc. a Ing. Eva Francov\u00e1.
\nGrada 2006, 224 stran, cena 269 K\u010d<\/strong><\/p>\n

Odli\u0161 se, nebo zem\u0159i<\/strong><\/span><\/h2>\n

\"\"<\/p>\n

Jack Trout, Steve Rivkin<\/strong><\/p>\n

Jak si zajistit \u00fasp\u011bch na trhu jedine\u010dnost\u00ed sv\u00e9 nab\u00eddky<\/p>\n

Z\u00e1kazn\u00edci dnes maj\u00ed zamotanou hlavu z obrovsk\u00e9 nab\u00eddky r\u016fzn\u00fdch produkt\u016f a neum\u011bj\u00ed zjistit, v \u010dem se v\u0161echny ty v\u00fdrobky a slu\u017eby vlastn\u011b li\u0161\u00ed. Proto firmy, kter\u00e9 nedok\u00e1\u017eou sv\u00e9 produkty v\u00fdrazn\u011b odli\u0161it od konkuren\u010dn\u00ed nab\u00eddky a vy\u010dlenit se tak z davu, nemaj\u00ed \u0161anci na p\u0159e\u017eit\u00ed. Srdcem dne\u0161n\u00edho \u00fasp\u011b\u0161n\u00e9ho marketingu je diferenciace! Sv\u011btozn\u00e1m\u00ed auto\u0159i vysv\u011btluj\u00ed, jak z\u00edskat jedine\u010dn\u00e9 postaven\u00ed na trhu, jak\u00fdmi konkr\u00e9tn\u00edmi zp\u016fsoby se odli\u0161it a z\u00edskat tak jistou konkuren\u010dn\u00ed v\u00fdhodu; berou si na pomoc jak vymo\u017eenosti \u0161pi\u010dkov\u00e9 techniky, tak i selsk\u00fd\u00a0 rozum. Na p\u0159\u00edkladech mal\u00fdch i velk\u00fdch firem rozeb\u00edraj\u00ed \u00fasp\u011b\u0161n\u00e9 diferencia\u010dn\u00ed strategie. Marketingov\u00ed mana\u017ee\u0159i a specialist\u00e9 se nau\u010d\u00ed, jak p\u0159edstavovat pro z\u00e1kazn\u00edka unik\u00e1tn\u00ed n\u00e1kupn\u00ed volbu, jak vybrat spr\u00e1vnou pozi\u010dn\u00ed strategii, jak generovat inovativn\u00ed marketingov\u00e9 n\u00e1pady, jak vyu\u017e\u00edvat odli\u0161nost v boji s konkurenc\u00ed. Dozv\u00ed se, pro\u010d jsou n\u011bkte\u0159\u00ed market\u00e9\u0159i tak \u00fasp\u011b\u0161n\u00ed, zat\u00edmco jin\u00ed se jen lopotn\u011b pacht\u00ed a neum\u011bj\u00ed se odli\u0161it. Ve sv\u011bt\u011b, v kter\u00e9m je nejen va\u0161e firma, ale i va\u0161e konkurence orientov\u00e1na na z\u00e1kazn\u00edky, um\u00ed nab\u00edzet kvalitn\u00ed produkty a slu\u017eby, um\u00ed b\u00fdt cenov\u011b p\u0159\u00edstupn\u00e1 a sna\u017e\u00ed se b\u00fdt kreativn\u00ed, nen\u00ed lehk\u00e9 p\u0159e\u017e\u00edt a usp\u011bt. Tato kniha v\u00e1m k \u00fasp\u011bchu pom\u016f\u017ee.
\nGrada 2006, 200 stran, cena 269,- K\u010d<\/strong><\/p>\n

Strategick\u00e9 \u0159\u00edzen\u00ed zna\u010dky<\/strong><\/span><\/h2>\n

\"\"<\/p>\n

Kevin Lane Keller
\n<\/strong>Jedine\u010dn\u00e1 exkluzivn\u00ed kniha p\u0159edn\u00edho sv\u011btov\u00e9ho odborn\u00edka v oblasti brand managementu a spoluautora nejnov\u011bj\u0161\u00edho vyd\u00e1n\u00ed bible marketingov\u00e9ho \u0159\u00edzen\u00ed Marketing management je z\u00e1kladn\u00ed a nejuzn\u00e1van\u011bj\u0161\u00ed sv\u011btovou publikac\u00ed o strategick\u00e9m \u0159\u00edzen\u00ed zna\u010dky. Autor se komplexn\u011b a s velkou znalost\u00ed oboru zab\u00fdv\u00e1 v\u0161emi aspekty budov\u00e1n\u00ed, m\u011b\u0159en\u00ed a \u0159\u00edzen\u00ed zna\u010dky jako z\u00e1kladn\u00edm marketingov\u00fdm p\u0159\u00edstupem sou\u010dasnosti. Kniha \u00fasp\u011b\u0161n\u011b spojuje praktick\u00e9 rady se skute\u010dnou prax\u00ed a nab\u00edz\u00ed velk\u00e9 mno\u017estv\u00ed re\u00e1ln\u00fdch p\u0159\u00edklad\u016f a p\u0159\u00edpadov\u00fdch studi\u00ed. Philip Kotler, guru sv\u011btov\u00e9ho marketingu: „Kevin Keller ve sv\u00e9 knize p\u0159in\u00e1\u0161\u00ed nejnov\u011bj\u0161\u00ed a nejucelen\u011bj\u0161\u00ed poznatky o um\u011bn\u00ed a v\u011bd\u011b \u0159\u00edzen\u00ed zna\u010dky.“
\nGrada 2007, 800 stran, cena 1 100,- K\u010d<\/strong><\/p>\n

Marketingov\u00e9 \u0159\u00edzen\u00ed a pl\u00e1nov\u00e1n\u00ed pro mal\u00e9 a st\u0159edn\u00ed firmy<\/strong><\/span><\/h2>\n

\"\"<\/p>\n

Martina Bla\u017ekov\u00e1
\n<\/strong>Kniha je praktick\u00fdm r\u00e1dcem a pr\u016fvodcem na cest\u011b va\u0161\u00ed firmy k \u00fasp\u011bchu. Dozv\u00edte se, jak m\u016f\u017ee firma pomoc\u00ed marketingov\u00e9ho \u0159\u00edzen\u00ed a pl\u00e1nov\u00e1n\u00ed zv\u00fd\u0161it sv\u016fj obrat i zisk, upevnit svou pozici ve vysoce konkuren\u010dn\u00edm prost\u0159ed\u00ed nebo si udr\u017eet z\u00e1kazn\u00edky. Velk\u00fd d\u016fraz je kladen na praktick\u00e9 vyu\u017eit\u00ed poznatk\u016f a \u00fasp\u011b\u0161nou aplikaci p\u0159edlo\u017een\u00fdch princip\u016f a postup\u016f v praxi. Kniha je jedine\u010dn\u00e1 t\u00edm, \u017ee se \u010dten\u00e1\u0159 na p\u0159\u00edkladech firem aktivn\u011b v\u017e\u00edv\u00e1 do jejich situace a ch\u00e1pe n\u00e1sledky jednotliv\u00fdch marketingov\u00fdch krok\u016f ve firemn\u00ed praxi, tak\u017ee je n\u00e1sledn\u011b dok\u00e1\u017ee aplikovat ve sv\u00e9 vlastn\u00ed praxi. Marketingov\u00ed mana\u017ee\u0159i, podnikatel\u00e9 a studenti v knize najdou srozumiteln\u00e9 a \u010dtiv\u00e9 vysv\u011btlen\u00ed princip\u016f a postup\u016f marketingov\u00e9ho \u0159\u00edzen\u00ed a pl\u00e1nov\u00e1n\u00ed, vhodn\u00fdch zejm\u00e9na pro mal\u00e9 a st\u0159edn\u00ed firmy.
\nGrada 2007, 280 stran, cena 349,- K\u010d<\/strong><\/p>\n

Telemarketing v praxi<\/strong><\/span><\/h2>\n

\"\"<\/p>\n

Kv\u011btoslava Santlerov\u00e1<\/strong><\/p>\n

Jak profesion\u00e1ln\u011b telefonovat se z\u00e1kazn\u00edky<\/p>\n

Jedin\u00fd \u010desk\u00fd komplexn\u00ed pr\u016fvodce oblast\u00ed telemarketingu je ur\u010den v\u0161em telefonn\u00edm oper\u00e1tor\u016fm, mana\u017eer\u016fm klientsk\u00fdch center (call center), pracovn\u00edk\u016fm odd\u011blen\u00ed vym\u00e1haj\u00edc\u00edch pohled\u00e1vky a prodejc\u016fm. Autorka a \u0159ada spolupracovn\u00edk\u016f s mnohalet\u00fdmi zku\u0161enostmi z p\u0159edn\u00edch telemarketingov\u00fdch firem p\u0159ipravili praktickou p\u0159\u00edru\u010dku plnou konkr\u00e9tn\u00edch rad, osv\u011bd\u010den\u00fdch a vyzkou\u0161en\u00fdch postup\u016f a re\u00e1ln\u00fdch p\u0159\u00edklad\u016f z telemarketingu v \u010desk\u00e9m prost\u0159ed\u00ed. Podrobn\u011b a se zam\u011b\u0159en\u00edm do praxe se dozv\u00edte o telefonick\u00e9 komunikace a r\u016fzn\u00fdch form\u00e1ch telemarketingu: od poskytov\u00e1n\u00edm z\u00e1kladn\u00edch informac\u00ed po telefonu p\u0159es aktivn\u00ed prodej a\u017e po specifick\u00e9 formy telefonn\u00edch hovor\u016f, nap\u0159. welcome calls, krizov\u00e9 hovory \u010di komunikaci s m\u00e9dii. Zvl\u00e1\u0161tn\u00ed kapitola je v\u011bnov\u00e1na vym\u00e1h\u00e1n\u00ed pohled\u00e1vek a struktu\u0159e vym\u00e1hac\u00edho hovoru. Dozv\u00edte se tak\u00e9, jak \u0159e\u0161it obt\u00ed\u017en\u00e9 situace, jak zvl\u00e1dnout agresivitu, pasivitu, manipulaci a jak komunikovat s probl\u00e9mov\u00fdmi typy klient\u016f. Mana\u017ee\u0159i call center a klientsk\u00fdch center zjist\u00ed, jak vyb\u00edrat pracovn\u00edky do call center, jak je motivovat, hodnotit, kontrolovat a kou\u010dovat. Cel\u00e1 p\u0159\u00edru\u010dka je pln\u00e1 praktick\u00fdch uk\u00e1zek, nap\u0159. p\u0159\u00edklad\u016f spr\u00e1vn\u00fdch a \u0161patn\u00fdch reakc\u00ed \u010di p\u0159\u00edklad\u016f n\u00e1mitek a jejich \u0159e\u0161en\u00ed. Obsahuje tak\u00e9 slovn\u00ed\u010dek pojm\u016f a jedine\u010dn\u011b p\u0159\u00edlohy, nap\u0159. uk\u00e1zku standard\u016f komunikace, skripty telefonn\u00edch hovor\u016f, p\u0159epis hovoru a jeho anal\u00fdzu \u010di hodnot\u00edc\u00ed formul\u00e1\u0159e.
\nGrada 2007, 224 stran, cena 219,- K\u010d<\/strong><\/p>\n

Modern\u00ed marketing<\/span><\/strong><\/h2>\n

\"\"<\/p>\n

Philip Kotler, Veronica Wong, John Saunders, Gary Armstrong<\/strong><\/p>\n

Kniha Philipa Kotlera je poprv\u00e9 p\u0159izp\u016fsobena podm\u00ednk\u00e1m na evropsk\u00e9m, a tedy i \u010desk\u00e9m trhu! U n\u00e1s nav\u00edc tato publikace, kter\u00e1 se komplexn\u011b zab\u00fdv\u00e1 v\u0161emi d\u016fle\u017eit\u00fdmi oblastmi marketingu, vych\u00e1z\u00ed zcela poprv\u00e9. Marketingov\u00ed mana\u017ee\u0159i, podnikatel\u00e9 a studenti z\u00edskaj\u00ed v\u00fdborn\u00fd p\u0159ehled o principech, praktick\u00fdch n\u00e1stroj\u00edch, metod\u00e1ch a postupech marketingov\u00e9ho \u0159\u00edzen\u00ed – od marketingov\u00e9ho v\u00fdzkumu, p\u0159es strategick\u00fd marketing, B2B marketing, spole\u010denskou zodpov\u011bdnost, etiku marketingu a\u017e po marketingov\u00fd mix, kter\u00fd tvo\u0159\u00ed podstatu knihy. Publikaci dopl\u0148uje mno\u017estv\u00ed fotografi\u00ed, obr\u00e1zk\u016f a graf\u016f.
\nGrada 2007, 1048 stran, 1 399,- K\u010d<\/strong><\/p>\n

Nekonven\u010dn\u00ed my\u0161len\u00ed<\/strong><\/span><\/h2>\n

\"\"<\/p>\n

Anja F\u00f6rster, Peter Kreuz<\/strong><\/p>\n

17 pravidel pro v\u00edt\u011bzstv\u00ed v byznysu<\/p>\n

Fascinuj\u00edc\u00ed, poutav\u00e1 a bl\u00edzk\u00e1 praxi. Takov\u00e1 je tato v\u00fdjime\u010dn\u00e1 kniha, kter\u00e1 na mnoha p\u0159\u00edkladech ze sv\u011btov\u00e9 praxe p\u0159edstavuje praktick\u00e9 metody, jak v byznysu myslet „jinak“, nekonven\u010dn\u011b a vysoce kreativn\u011b ka\u017ed\u00fd den. A ukazuje, jak se d\u00edky v\u00fdsledk\u016fm takov\u00e9ho my\u0161len\u00ed – skv\u011bl\u00fdm produkt\u016fm a p\u0159ekvapiv\u00e9 nab\u00eddce slu\u017eeb – prosadit na trhu. Jedno je toti\u017e jist\u00e9: pr\u016fm\u011brnost nikdy nevyhraje. Nechte se inspirovat jin\u00fdmi obory, zam\u011b\u0159te se na \u00fapln\u011b nov\u00e9 trhy, nekla\u010fte \u00fasp\u011bchu \u017e\u00e1dn\u00e9 zem\u011bpisn\u00e9 hranice, ch\u00e1pejte design jako konkuren\u010dn\u00ed faktor, pokou\u0161ejte se o z\u00e1\u017eitky a emoce, nechejte z\u00e1kazn\u00edky, aby ur\u010dovali cenu. Jen bl\u00e1zen d\u011bl\u00e1 st\u00e1le znovu to sam\u00e9, a p\u0159esto \u010dek\u00e1 jin\u00fd v\u00fdsledek. Troufn\u011bte si b\u00fdt jin\u00ed, zm\u011b\u0148te zd\u00e1nliv\u011b nem\u011bnn\u00e9 z\u00e1kony va\u0161\u00ed bran\u017ee.
\nGrada 2007,\u00a0 208 stran, cena 259,- K\u010d<\/strong><\/p>\n

Aktivn\u00ed CRM<\/strong><\/span><\/h2>\n

\"\"<\/p>\n

Jarmo R. Lehtinen<\/strong><\/p>\n

\u0158\u00edzen\u00ed vztah\u016f se z\u00e1kazn\u00edky<\/p>\n

Praktick\u00e1 publikace ur\u010den\u00e1 obchodn\u00edm a marketingov\u00fdm mana\u017eer\u016fm a student\u016fm V\u0160 a MBA studi\u00ed p\u0159ehledn\u011b a na \u0159ad\u011b p\u0159\u00edklad\u016f a p\u0159\u00edpadov\u00fdch studi\u00ed z praxe ukazuje, \u017ee aktivn\u00ed \u0159\u00edzen\u00ed vztah\u016f se z\u00e1kazn\u00edky, jejich upev\u0148ov\u00e1n\u00ed a rozvoj jsou dnes pro \u00fasp\u011bch ka\u017ed\u00e9 firmy nezbytn\u00e9. V knize se dozv\u00edte, jak zjistit a ovliv\u0148ovat sou\u010dasnou a potenci\u00e1ln\u00ed hodnotu (ziskovost) z\u00e1kazn\u00edka, jak \u0159\u00eddit a posilovat vztahy speci\u00e1ln\u011b s hodnotn\u00fdmi z\u00e1kazn\u00edky, jak zvy\u0161ovat loajalitu z\u00e1kazn\u00edka vytv\u00e1\u0159en\u00edm pevn\u00fdch vztah\u016f a pout mezi z\u00e1kazn\u00edkem a firmou. Pozn\u00e1te, co prakticky znamen\u00e1 orientace na z\u00e1kazn\u00edka a jak ji ve firm\u011b skute\u010dn\u011b realizovat a podporovat a pochop\u00edte, pro\u010d jsou n\u011bkter\u00e9 projekty CRM ne\u00fasp\u011b\u0161n\u00e9. Sezn\u00e1m\u00edte se s d\u016fle\u017eit\u00fdmi tendencemi v sou\u010dasn\u00e9m podnikatelsk\u00e9m prost\u0159ed\u00ed, kter\u00e9 ovliv\u0148uj\u00ed vztahy z\u00e1kazn\u00edk\u016f a firem, a s o\u010dek\u00e1van\u00fdmi trendy v CRM. Kniha je nezbytn\u00fdm a velmi p\u0159\u00ednosn\u00fdm pomocn\u00edkem pro v\u00e1\u0161 byznys.
\nGrada 2007, 160 stran, cena 269,- K\u010d<\/strong><\/p>\n

Public relations<\/strong><\/span><\/h2>\n

\"\"<\/p>\n

V\u00e1clav Svoboda<\/strong><\/p>\n

Modern\u011b a \u00fa\u010dinn\u011b<\/p>\n

Komplexn\u00ed publikace se podrobn\u011b zab\u00fdv\u00e1 jednou z nejd\u016fle\u017eit\u011bj\u0161\u00edch oblast\u00ed marketingov\u00e9 komunikace ka\u017ed\u00e9 spole\u010dnosti – public relations. PR mana\u017ee\u0159i firem i nekomer\u010dn\u00edch organizac\u00ed (nap\u0159. nemocnic, nadac\u00ed apod.), mana\u017ee\u0159i PR agentur, tiskov\u00ed mluv\u010d\u00ed a studenti marketingov\u00e9 komunikace v knize najdou praktick\u00e9 postupy a n\u00e1vody, jak\u00fdmi aktivitami a technikami vytv\u00e1\u0159et a udr\u017eovat pozitivn\u00ed vztahy s ve\u0159ejnost\u00ed: od corporate identity jako prost\u0159edku dosa\u017een\u00ed \u017e\u00e1douc\u00edho image organizace, p\u0159es komunika\u010dn\u00ed management, krizovou komunikaci a intern\u00ed a extern\u00ed PR, a\u017e po lobbying, ucelen\u00e9 akce jako konference a spole\u010densky reprezentativn\u00ed akce, events a soci\u00e1ln\u00ed sponzoring, pr\u00e1ci s m\u00e9dii, corporate publishing a PR online. Dozv\u00ed se tak\u00e9, jak \u00fa\u010dinn\u011b \u0159\u00eddit PR v neziskov\u00fdch a p\u0159\u00edsp\u011bvkov\u00fdch organizac\u00edch, jak m\u011b\u0159it \u00fa\u010dinnost PR v praxi a jak funguj\u00ed PR agentury. Za\u010d\u00ednaj\u00edc\u00ed PR mana\u017ee\u0159i a studenti v knize z\u00edskaj\u00ed velmi podrobn\u011b zpracovan\u00fd pohled na obor PR, vysv\u011btlen\u00ed z\u00e1kladn\u00edch pojm\u016f a p\u0159ibl\u00ed\u017een\u00ed problematiky na zaj\u00edmav\u00fdch p\u0159\u00edkladech z \u010desk\u00e9 i mezin\u00e1rodn\u00ed praxe. Zku\u0161en\u011bj\u0161\u00ed mana\u017ee\u0159i PR si mohou ov\u011b\u0159it sv\u00e9 zku\u0161enosti, roz\u0161\u00ed\u0159it znalosti a z\u00edskat inspiraci pro dal\u0161\u00ed pr\u00e1ci. Kniha je v\u00fdjime\u010dn\u00e1 komplexn\u00edm zpracov\u00e1n\u00ed tematiky PR a zohledn\u011bn\u00edm \u010desk\u00e9ho prost\u0159ed\u00ed a \u010desk\u00e9 praxe.
\nGrada 2006,\u00a0 244 stran, cena 329,- K\u010d<\/strong><\/p>\n

Reklama<\/strong><\/span><\/h2>\n

\"\"<\/p>\n

Jitka Vysekalov\u00e1, Ji\u0159\u00ed Mike\u0161
\n<\/strong>Jak d\u011blat reklamu – 2., aktualizovan\u00e9 a roz\u0161\u00ed\u0159en\u00e9 vyd\u00e1n\u00ed Nov\u00e9, aktualizovan\u00e9 a roz\u0161\u00ed\u0159en\u00e9 vyd\u00e1n\u00ed z\u00e1kladn\u00ed \u010desk\u00e9 kn\u00ed\u017eky o reklam\u011b op\u011bt p\u0159ipravili p\u0159edn\u00ed \u010de\u0161t\u00ed odborn\u00edci na reklamu, p\u0159edsedkyn\u011b \u010cesk\u00e9 marketingov\u00e9 spole\u010dnosti Jitka Vysekalov\u00e1, a uzn\u00e1van\u00fd praktik, b\u00fdval\u00fd prezident Asociace komunika\u010dn\u00edch agentur, kter\u00fd dnes p\u0159edn\u00e1\u0161\u00ed na V\u0160E v Praze, Ji\u0159\u00ed Mike\u0161. C\u00edlem nov\u00e9ho vyd\u00e1n\u00ed je p\u0159edstavit \u010dten\u00e1\u0159\u016fm nov\u00e9 trendy v marketingov\u00e9 komunikaci (nap\u0159. guerillov\u00fd a vir\u00e1ln\u00ed marketing), zd\u016fraznit spole\u010denskou odpov\u011bdnost reklamy, kter\u00e1 je dnes v pop\u0159ed\u00ed z\u00e1jmu, a p\u0159ibl\u00ed\u017eit o\u010dek\u00e1van\u00e9 zm\u011bny v komer\u010dn\u00edch komunikac\u00edch. V knize najdete tak\u00e9 nov\u00e9 p\u0159\u00edklady, nap\u0159. p\u0159\u00edklad rozpo\u010dtu reklamn\u00ed kampan\u011b, nov\u00e9 p\u0159\u00edklady m\u011b\u0159en\u00ed efektivity reklamy \u010di p\u0159\u00edklad, jak se vyb\u00edr\u00e1 agentura. V\u00edce se dozv\u00edte tak\u00e9 o zna\u010dce a samoz\u0159ejm\u011b z\u00edsk\u00e1te v\u0161echna nov\u00e1 d\u016fle\u017eit\u00e1 data – od p\u0159ehledu n\u00e1klad\u016f na reklamu a\u017e po novinky v pr\u00e1vn\u00edch norm\u00e1ch a vzd\u011bl\u00e1v\u00e1n\u00ed. D\u00edky knize zjist\u00edte, co je reklama a jak p\u016fsob\u00ed, jak p\u0159ipravit reklamn\u00ed kampa\u0148, jak vytvo\u0159it tu „spr\u00e1vnou“ reklamu \u010di jak si vybrat spr\u00e1vnou agenturu. P\u0159esto\u017ee se kniha v\u011bnuje z v\u011bt\u0161\u00ed \u010d\u00e1sti reklam\u011b, je ur\u010dena v\u0161em z\u00e1jmec\u016fm o problematiku komer\u010dn\u00edch komunikac\u00ed, nejen marketingov\u00fdm a reklamn\u00edm mana\u017eer\u016fm a specialist\u016fm, pracovn\u00edk\u016fm komunika\u010dn\u00edch a reklamn\u00edch agentur a student\u016fm.
\nGrada 2007, 184 stran, cena 219,- K\u010d<\/strong><\/p>\n

Vysoce efektivn\u00ed marketingov\u00fd pl\u00e1n<\/strong><\/span><\/h2>\n

\"\"<\/p>\n

Peter Knight<\/strong><\/p>\n

15 krok\u016f k \u00fasp\u011bchu v podnik\u00e1n\u00ed<\/p>\n

A\u0165 jste mal\u00fd podnikatel nebo velk\u00e1 firma, tento praktick\u00fd pr\u016fvodce v\u00e1m v 15 kroc\u00edch pom\u016f\u017ee sestavit \u00fa\u010dinn\u00fd marketingov\u00fd pl\u00e1n, kter\u00fd p\u0159inese o\u010dek\u00e1van\u00fd \u00fasp\u011bch ve va\u0161em byznysu. Dozv\u00edte se, jak zastavit pl\u00fdtv\u00e1n\u00ed pen\u011bz na marketingov\u00e9 aktivity, kter\u00e9 nemaj\u00ed \u0161anci, identifikujete p\u0159ek\u00e1\u017eky, kter\u00e9 v\u00e1m stoj\u00ed v cest\u011b, a zjist\u00edte, jak je p\u0159ekonat. Pochop\u00edte, pro\u010d lid\u00e9 kupuj\u00ed pr\u00e1v\u011b va\u0161e v\u00fdrobky \u010di slu\u017eby, a inspirujete se \u00fasp\u011bchy jin\u00fdch. Vysoce efektivn\u00ed marketingov\u00fd pl\u00e1n je jednoduch\u00fd, p\u0159\u00edm\u00fd, ale neoby\u010dejn\u011b \u00fa\u010dinn\u00fd. a skute\u010dn\u011b funguje. Nechte ho, aby pro v\u00e1s d\u011blal z\u00e1zraky.
\nGrada 2007,\u00a0 148 stran, cena 249,- K\u010d<\/strong><\/p>\n

Psychologie reklamy<\/strong><\/span><\/h2>\n

\"\"<\/p>\n

Jitka Vysekalov\u00e1\u00a0a kolektiv<\/strong><\/p>\n

3., roz\u0161\u00ed\u0159en\u00e9 a aktualizovan\u00e9 vyd\u00e1n\u00ed<\/p>\n

T\u0159et\u00ed vyd\u00e1n\u00ed plnobarevn\u00e9 publikace s mnoha obr\u00e1zky p\u0159in\u00e1\u0161\u00ed nejnov\u011bj\u0161\u00ed informace o reklam\u011b, jej\u00edm p\u016fsoben\u00ed a efektivnosti. Mana\u017ee\u0159i, specialist\u00e9 a studenti marketingu se dozv\u00ed o nov\u00fdch sm\u011brech marketingov\u00e9 komunikace, o \u00fa\u010dinnosti reklamy v den\u00edc\u00edch, \u010dasopisech,\u00a0 rozhlase, televizi a na internetu. Z\u00edsk\u00e1te aktu\u00e1ln\u00ed v\u00fdsledky testov\u00e1n\u00ed reklamy, nov\u00e9 \u00fadaje z v\u00fdzkumu postoje \u010desk\u00e9 ve\u0159ejnosti ke zna\u010dkov\u00e9mu zbo\u017e\u00ed, informace o p\u016fsoben\u00ed barev, p\u0159\u00edklady pou\u017e\u00edvan\u00fdch psychologick\u00fdch metod a technik. Publikace v\u00e1m t\u00e9\u017e odpov\u00ed na ot\u00e1zky typu, jakou reklamu v\u00e1\u0161 z\u00e1kazn\u00edk preferuje, co se mu l\u00edb\u00ed a co odm\u00edt\u00e1, jak na n\u011bho p\u016fsob\u00ed obraz \u010di zvuk, jak vytvo\u0159it \u00fa\u010dinnou reklamu a jak zjistit \u00fa\u010dinnost reklamy. Kniha nem\u00e1 d\u00edky sv\u00e9 komplexnosti a reflektov\u00e1n\u00ed \u010desk\u00fdch podm\u00ednek na trhu konkurenci.
\nGrada 2007, 296 stran, cena 429,- K\u010d<\/strong><\/p>\n

Marketing jako strategie k \u00fasp\u011bchu<\/strong><\/span><\/h2>\n

\"\"<\/p>\n

Nirmalya Kumar
\n<\/strong>Sv\u011btov\u011b uzn\u00e1van\u00e1 kniha, k n\u00ed\u017e p\u0159edmluvu napsal Philip Kotler, poskytuje mana\u017eer\u016fm a \u0159editel\u016fm firem vynikaj\u00edc\u00ed n\u00e1vod jak \u00fasp\u011b\u0161n\u011b \u0159\u00eddit firmu na dne\u0161n\u00edm rozt\u0159\u00ed\u0161t\u011bn\u00e9m a rychl\u00e9m trhu. Market\u00e9r\u016fm na mnoha zaj\u00edmav\u00fdch a praktick\u00fdch p\u0159\u00edkladech ukazuje, \u017ee aby op\u011bt z\u00edskali sv\u00e9 d\u016fle\u017eit\u00e9 postaven\u00ed ve firm\u011b, mus\u00ed se soust\u0159edit p\u0159edev\u0161\u00edm na r\u016fst, zam\u011b\u0159it se na strategick\u00e9 segmenty m\u00edsto tr\u017en\u00edch, mus\u00ed poskytovat z\u00e1kaznick\u00e1 \u0159e\u0161en\u00ed, vyu\u017e\u00edvat spr\u00e1vn\u00e9 distribu\u010dn\u00ed ziskov\u00e9 kan\u00e1ly a generovat radik\u00e1ln\u011b nov\u00e9 n\u00e1pady, kter\u00e9 ovlivn\u00ed trh, a vytvo\u0159it tak organizaci, kter\u00e1 \u0159\u00edd\u00ed trh, nam\u00edsto toho, aby byla \u0159\u00edzena trhem. V\u00fdhodou knihy je tak\u00e9 to, \u017ee vych\u00e1z\u00ed z evropsk\u00e9ho, nikoliv americk\u00e9ho prost\u0159ed\u00ed. Philip Kotler, sv\u011btov\u00fd guru marketingu, o knize \u0159ekl: \u201eProfesor Kumar \u00fasp\u011b\u0161n\u011b zapo\u010dal novou kapitolu v teorii a praxi marketingu.\u201c
\nGrada 2008, 240 stran, cena 359,- K\u010d<\/strong><\/p>\n

Jak ps\u00e1t reklamn\u00ed text<\/strong><\/span><\/h2>\n

\"\"<\/p>\n

Zden\u011bk K\u0159\u00ed\u017eek, Ivan Crha<\/strong><\/p>\n

3., aktualizovan\u00e9 a roz\u0161\u00ed\u0159en\u00e9 vyd\u00e1n\u00ed<\/p>\n

T\u0159et\u00ed vyd\u00e1n\u00ed \u010dtiv\u00e9 a p\u0159itom velice fundovan\u00e9 kn\u00ed\u017eky se op\u011bt v\u011bnuje v\u0161emu podstatn\u00e9mu, co je t\u0159eba zn\u00e1t k sestaven\u00ed \u00fa\u010dinn\u00e9ho reklamn\u00edho textu pro inzer\u00e1ty, let\u00e1ky a katalogy, televizn\u00ed a rozhlasovou reklamu, venkovn\u00ed reklamu i pro reklamu na internetu. Nov\u00e9 vyd\u00e1n\u00ed je aktualizov\u00e1no s ohledem na v\u00fdvoj oboru v uplynul\u00fdch p\u011bti letech, nov\u011b je v kn\u00ed\u017ece za\u0159azena \u010d\u00e1st o vlivu angli\u010dtiny a jej\u00edm pronik\u00e1n\u00ed do \u010desk\u00fdch reklamn\u00edch text\u016f, a to v\u010detn\u011b p\u0159\u00edklad\u016f, v\u011bt\u0161\u00ed pozornost je v\u011bnov\u00e1na technik\u00e1m tv\u016fr\u010d\u00edho psan\u00ed, roz\u0161\u00ed\u0159ena je kapitola o textu na komer\u010dn\u00edch webov\u00fdch str\u00e1nk\u00e1ch, jsou dopln\u011bny nov\u00e9 p\u0159\u00edklady a auto\u0159i zmi\u0148uj\u00ed i n\u011bkter\u00e9 nov\u00e9 trendy v marketingov\u00fdch komunikac\u00edch ve vztahu k tvorb\u011b reklamn\u00edho textu. Dozv\u00edte se, co m\u00e1 dobr\u00fd reklamn\u00ed text zachov\u00e1vat a \u010deho se m\u00e1 vyvarovat, jak sestavit n\u00e1zev firmy \u010di produktu, jak vytvo\u0159it slogan, jak sestavit texty firemn\u00edch bro\u017eur, tiskov\u00fdch zpr\u00e1v a PR \u010dl\u00e1nk\u016f a jak textov\u011b p\u0159ipravit expozici na v\u00fdstav\u011b. Kniha obsahuje \u0159adu p\u0159\u00edklad\u016f a praktick\u00fdch cvi\u010den\u00ed.
\nGrada 2008, bro\u017eovan\u00e1 vazba, 224 stran, cena 269,- K\u010d<\/strong><\/p>\n

Marketingov\u00e1 komunikace<\/strong><\/span><\/h2>\n

Patrick De Pelsmacker, Maggie Geuens, Joeri Van den Bergh
\n<\/strong>Marketingov\u00e9 komunikace jsou nejviditeln\u011bj\u0161\u00edm a nejdiskutovan\u011bj\u0161\u00edm n\u00e1strojem marketingov\u00e9ho mixu. Kniha nab\u00edz\u00ed \u00fapln\u00fd p\u0159ehled stavebn\u00edch kamen\u016f, technik a aplikac\u00ed marketingov\u00fdch komunikac\u00ed, a to p\u0159edev\u0161\u00edm v evropsk\u00e9m kontextu. Jednotliv\u00e9 kapitoly pokr\u00fdvaj\u00ed v\u0161echny slo\u017eky komunika\u010dn\u00edho mixu, v\u010detn\u011b reklamy, public relations, sponzoringu, podpory prodeje, direct marketingu, komunikace na m\u00edstech prodeje, v\u00fdstav, osobn\u00edho prodeje a interentov\u00e9 komunikace. Publikace je v\u00fdsostn\u011b u\u017eivatelsky komfortn\u00ed a p\u0159ehledn\u00e1, obsahuje p\u0159\u00edklady, p\u0159\u00edpadov\u00e9 studie, shrnut\u00ed kapitol a ot\u00e1zky k opakov\u00e1n\u00ed. P\u0159\u00edpadov\u00e9 studie se t\u00fdkaj\u00ed nap\u0159\u00edklad zna\u010dek Pringles, Pepsi, Max, Mercedes, Pentene, Redbull, Yahoo! Kniha se nevyh\u00fdb\u00e1 oblastem, kter\u00e9 z\u00edsk\u00e1vaj\u00ed na d\u016fle\u017eitosti, jako kup\u0159\u00edkladu vytv\u00e1\u0159en\u00ed zna\u010dky. Vynikaj\u00edc\u00edm zp\u016fsobem pokr\u00fdv\u00e1 specifick\u00e9 sektory a souvislosti, zvl\u00e1\u0161t\u011b v oblasti mezin\u00e1rodn\u00edch marketingov\u00fdch komunikac\u00ed a v oblasti komunikace mezi firmami (B2B). Je ur\u010dena p\u0159edem marketingov\u00fdm a komunika\u010dn\u00edm mana\u017eer\u016fm v\u0161ech \u00farovn\u00ed \u0159\u00edzen\u00ed, brand mana\u017eer\u016fm, pracovn\u00edk\u016fm v oblasti m\u00e9di\u00ed, reklam, public relations, prodeje a pak tak\u00e9 v\u0161em student\u016fm, marketingu, managementu a podnik\u00e1n\u00ed.<\/p>\n

Inovativn\u00ed marketing<\/strong><\/span><\/h2>\n

Philip Kotler, Fernando Trias de Bes
\n<\/strong>Spot\u0159ebitelsk\u00fd trh je p\u0159esycen a z\u00e1kazn\u00edci odoln\u00ed v\u016f\u010di reklam\u011b. U\u017e nesta\u010d\u00ed jen uv\u00e1d\u011bt nov\u00e9 zna\u010dky na tyt\u00e9\u017e trhy, by\u0165 jsou sebel\u00e9pe analyzov\u00e1ny a segmentov\u00e1ny. V\u00edt\u011bzov\u00e9 vytv\u00e1\u0159ej\u00ed nov\u00e9 trhy, nov\u00e9 produkty, povzbuzuj\u00ed nov\u00e9 pot\u0159eby z\u00e1kazn\u00edk\u016f. Auto\u0159i d\u00e1vaj\u00ed marketingov\u00fdm profesion\u00e1l\u016fm do rukou praktick\u00fd n\u00e1vod a n\u00e1stroje, jak p\u0159ekro\u010dit r\u00e1mec existuj\u00edc\u00edch trh\u016f. Dopl\u0148uj\u00ed klasick\u00fd marketing o metody, jejich\u017e vyu\u017eit\u00edm lze dosp\u011bt k nov\u00fdm, \u010dasto p\u0159evratn\u00fdm a v\u00edt\u011bzn\u00fdm my\u0161lenk\u00e1m, iniciovat zrod nov\u00fdch produkt\u016f nebo radik\u00e1ln\u011b nov\u00e9ho u\u017eit\u00ed st\u00e1vaj\u00edc\u00edch produkt\u016f.
\nGrada 2005, 200 stran, 349,- K\u010d<\/strong><\/p>\n

Marketing management<\/strong><\/span><\/h2>\n

Philip Kotler<\/strong>
\n\u201eBible marketingu\u201c \u2013 z\u00e1kladn\u00ed u\u010debnice marketingu a marketingov\u00e9ho \u0159\u00edzen\u00ed na sv\u011btov\u00fdch univerzit\u00e1ch pou\u017e\u00edvan\u00e1 celosv\u011btov\u011b i u n\u00e1s tak\u00e9 v mana\u017eersk\u00e9 a podnikatelsk\u00e9 praxi. P\u0159eklad des\u00e1t\u00e9ho exkluzivn\u00edho vyd\u00e1n\u00ed, ozna\u010dovan\u00e9ho jako vyd\u00e1n\u00ed mil\u00e9nia, reaguje na glob\u00e1ln\u00ed civiliza\u010dn\u00ed a podnikatelsk\u00e9 trendy, zachycuje z\u00e1sadn\u00ed dopady rozvoje informa\u010dn\u00edch a komunika\u010dn\u00edch technologi\u00ed, m\u00e9di\u00ed a e-businessu na \u0159\u00edzen\u00ed a ekonomiku firmy. \u0158ada nov\u00fdch p\u0159\u00edpadov\u00fdch studi\u00ed a odkazy na webov\u00e9 str\u00e1nky p\u0159in\u00e1\u0161\u00ed informa\u010dn\u00ed zdroje na podporu mana\u017eersk\u00e9ho rozhodov\u00e1n\u00ed. Autor vysv\u011btluje pojmy marketingu, principy marketingov\u00e9ho \u0159\u00edzen\u00ed, zp\u016fsob analyzov\u00e1n\u00ed marketingov\u00fdch p\u0159\u00edle\u017eitost\u00ed, v\u00fdzkum a v\u00fdb\u011br c\u00edlov\u00fdch trh\u016f, zp\u016fsob projektov\u00e1n\u00ed marketingov\u00fdch strategi\u00ed, pl\u00e1nov\u00e1n\u00ed marketingov\u00fdch program\u016f i hodnocen\u00ed a kontrolu v\u00fdsledk\u016f. Knihu p\u0159elo\u017eili: doc. Ing. V\u00e1clav Dolansk\u00fd, CSc., ing. Stanislav Jurne\u010dka.<\/p>\n

Dal\u0161\u00ed nab\u00eddka<\/strong><\/span><\/h2>\n

\u0158\u00edzen\u00ed jakosti a ochrana spot\u0159ebitele<\/strong>
\nJarom\u00edr Veber a kolektiv<\/strong><\/p>\n

Druh\u00e9, aktualizovan\u00e9 vyd\u00e1n\u00ed praktick\u00e9 publikace nab\u00edz\u00ed nejnov\u011bj\u0161\u00ed poznatky z oblasti jakosti, \u0159\u00edzen\u00ed jakosti a ochrany spot\u0159ebitele. Kniha obsahuje p\u0159ehled nejd\u016fle\u017eit\u011bj\u0161\u00ed legislativy jakosti a p\u0159\u00edstup\u016f zabezpe\u010dov\u00e1n\u00ed jakosti ve smyslu norem ISO 9000 a ve smyslu TQM. P\u0159ibli\u017euje n\u00e1stroje a metody \u0159\u00edzen\u00ed jakosti od n\u00e1stroj\u016f a metod univerz\u00e1ln\u00edho pou\u017eit\u00ed p\u0159es metody pou\u017e\u00edvan\u00e9 p\u0159i pl\u00e1nov\u00e1n\u00ed jakosti a metody pro monitorov\u00e1n\u00ed a zlep\u0161ov\u00e1n\u00ed proces\u016f a\u017e po metody hodnocen\u00ed jakosti. Na z\u00e1v\u011br nazna\u010duje sm\u011bry, kter\u00fdmi se bude management jakosti ub\u00edrat v nejbli\u017e\u0161\u00edm obdob\u00ed. Velmi cenn\u00e9 a kvalifikovan\u00e9 informace ocen\u00ed mana\u017ee\u0159i a specialist\u00e9 mal\u00fdch, st\u0159edn\u00edch i velk\u00fdch podnik\u016f, kter\u00e9 cht\u011bj\u00ed zlep\u0161it kvalitu sv\u00fdch v\u00fdrobk\u016f a slu\u017eeb, pop\u0159\u00edpad\u011b zav\u00e9st n\u011bkter\u00fd ze standardn\u00edch p\u0159\u00edstup\u016f zabezpe\u010dov\u00e1n\u00ed jakosti. Kniha je d\u00e1le ur\u010dena student\u016fm vysok\u00fdch \u0161kol a st\u0159edn\u00edch a vy\u0161\u0161\u00edch odborn\u00fdch \u0161kol i pro pou\u017eit\u00ed ve v\u00fduce na st\u0159edn\u00edch odborn\u00fdch u\u010dili\u0161t\u00edch. Vedouc\u00ed autorsk\u00e9ho kolektivu je d\u011bkanem fakulty podnikohospod\u00e1\u0159sk\u00e9 Vysok\u00e9 \u0161koly ekonomick\u00e9 v Praze.
\nGrada 2006, 269 K\u010d<\/strong><\/p>\n

Marketing v pohybu<\/strong>
\nPhilip Kotler, Dipak C.Jain, Suvit Maesincee<\/strong><\/p>\n

Kniha nejv\u00fdznamn\u011bj\u0161\u00edho sv\u011btov\u00e9ho marketingov\u00e9ho poradce a jeho spolupracovn\u00edk\u016f vych\u00e1z\u00ed z faktu, \u017ee v dne\u0161n\u00edm sv\u011bt\u011b se trhy m\u011bn\u00ed rychleji ne\u017e marketing. Aby se firmy s touto skute\u010dnost\u00ed vyrovnaly, mus\u00ed zm\u011bnit svou marketingovou strategii a p\u0159izp\u016fsobit ji nov\u00fdm globaliza\u010dn\u00edm a hyperkonkuren\u010dn\u00edm trend\u016fm. Kniha ukazuje, jak takovou strategickou zm\u011bnu uskute\u010dnit a jak prosadit toto nov\u00e9 marketingov\u00e9 paradigma v oblasti vytv\u00e1\u0159en\u00ed tr\u017en\u00edch p\u0159\u00edle\u017eitost\u00ed. Opat\u0159eno \u00favodn\u00ed pozn\u00e1mkou autor\u016f k \u010desk\u00e9mu vyd\u00e1n\u00ed. Vy\u0161lo v \u0159ad\u011b „Knihovna sv\u011btov\u00e9ho managementu“. P\u0159eklad z angli\u010dtiny Pavel Medek.
\nManagement Press 2007, 176 stran, 360,- K\u010d<\/strong><\/p>\n

\u0158\u00edzen\u00ed v\u00fdroby a n\u00e1kupu<\/strong>
\nGustav Tomek, V\u011bra V\u00e1vrov\u00e1<\/strong><\/p>\n

V knize zku\u0161en\u00fdch odborn\u00edk\u016f se dozv\u00edte, \u017ee pro odstran\u011bn\u00ed mana\u017eersk\u00fdch probl\u00e9m\u016f, zv\u00fd\u0161en\u00ed efektivnosti firmy a zaji\u0161t\u011bn\u00ed konkurenceschopnosti je nezbytn\u00e9 propojen\u00ed \u0159\u00edzen\u00ed v\u00fdroby, n\u00e1kupu a marketingu a p\u0159ijet\u00ed marketingov\u00e9 koncepce podnik\u00e1n\u00ed. Od pozn\u00e1n\u00ed strategick\u00fdch a taktick\u00fdch mana\u017eersk\u00fdch p\u0159\u00edstup\u016f dosp\u011bjete k nutnosti integrace prodeje, v\u00fdroby a n\u00e1kupu na \u00farovni operativn\u00edho \u0159\u00edzen\u00ed, sezn\u00e1m\u00edte se s postupem tvorby sortimentn\u00edho pl\u00e1nu podniku za pln\u00e9 \u00fa\u010dasti v\u00fdroby a n\u00e1kupu i s n\u00e1stroji a metodami, bez nich\u017e integrace nen\u00ed realizovateln\u00e1. \u0158\u00edzen\u00ed v\u00fdroby je vysv\u011btleno jako sestaven\u00ed a pr\u00e1ce s operativn\u00edmi pl\u00e1ny, vyu\u017eit\u00ed kontrolingu, nasazen\u00ed p\u0159\u00edslu\u0161n\u00fdch \u0159\u00edd\u00edc\u00edch metod a realizace a vyhodnocov\u00e1n\u00ed zm\u011bn. Sezn\u00e1m\u00edte se se z\u00e1sadami aktivn\u00edho n\u00e1kupu a n\u00e1kupn\u00edho marketingu. Pozn\u00e1te nezbytnosti vytv\u00e1\u0159en\u00ed mezipodnikov\u00fdch s\u00edt\u00ed, alianc\u00ed a kooperac\u00ed i organiza\u010dn\u00ed a informa\u010dn\u00ed principy supply chain managementu. Kniha nem\u00e1 na trhu konkurenci, nem\u016f\u017ee b\u00fdt nahrazena ani literaturou z oblasti logistiky.
\nGrada 2007, 384 stran, 539,- K\u010d<\/strong><\/p>\n

Mal\u00fd v\u00fdkladov\u00fd slovn\u00edk marketingu<\/strong>
\nGustav Tomek, V\u011bra V\u00e1vrov\u00e1<\/strong>
\nvydal Aplus<\/p>\n

V\u011bdeck\u00e9 psan\u00ed a prezentace<\/strong>
\nJi\u0159\u00ed \u010cesal a V\u00e1clav Li\u0161ka<\/strong>
\nvydal Professional Publishing<\/p>\n

Z\u00e1klady evropsk\u00e9 konkurenceschopnosti<\/strong>
\nEva Kov\u00e1\u010dov\u00e1, Ji\u0159\u00ed Mal\u00fd, Karel Mr\u00e1\u010dek<\/strong>
\nvydal Professional Publishing<\/p>\n

Anal\u00fdza dat z dotazn\u00edkov\u00fdch \u0161et\u0159en\u00ed<\/strong>
\nHana \u0158ezankov\u00e1<\/strong>
\nvydal Professional Publishing<\/p>\n

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11 mana\u017eersk\u00fdch h\u0159\u00edch\u016f – Jak se mana\u017ee\u0159i p\u0159ipravuj\u00ed o kari\u00e9ru, rozum, partnery a z\u00e1bavu Klaus Schuster Jak\u00e9 fat\u00e1ln\u00ed chyby a mana\u017eersk\u00e9 h\u0159\u00edchy mohou vz\u00edt p\u016fdu pod nohama i t\u011bm nejlep\u0161\u00edm mana\u017eer\u016fm a podnikatel\u016fm?<\/p>\n","protected":false},"author":3,"featured_media":0,"parent":652,"menu_order":30,"comment_status":"closed","ping_status":"closed","template":"","meta":{"_mi_skip_tracking":false,"_exactmetrics_sitenote_active":false,"_exactmetrics_sitenote_note":"","_exactmetrics_sitenote_category":0,"ngg_post_thumbnail":0,"footnotes":""},"_links":{"self":[{"href":"https:\/\/www.cms-cma.cz\/wp-json\/wp\/v2\/pages\/685"}],"collection":[{"href":"https:\/\/www.cms-cma.cz\/wp-json\/wp\/v2\/pages"}],"about":[{"href":"https:\/\/www.cms-cma.cz\/wp-json\/wp\/v2\/types\/page"}],"author":[{"embeddable":true,"href":"https:\/\/www.cms-cma.cz\/wp-json\/wp\/v2\/users\/3"}],"replies":[{"embeddable":true,"href":"https:\/\/www.cms-cma.cz\/wp-json\/wp\/v2\/comments?post=685"}],"version-history":[{"count":69,"href":"https:\/\/www.cms-cma.cz\/wp-json\/wp\/v2\/pages\/685\/revisions"}],"predecessor-version":[{"id":801,"href":"https:\/\/www.cms-cma.cz\/wp-json\/wp\/v2\/pages\/685\/revisions\/801"}],"up":[{"embeddable":true,"href":"https:\/\/www.cms-cma.cz\/wp-json\/wp\/v2\/pages\/652"}],"wp:attachment":[{"href":"https:\/\/www.cms-cma.cz\/wp-json\/wp\/v2\/media?parent=685"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}