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The demanding character of the competitive environment in the pharmacy sector in the Czech Republic requires that pharmacies expand the assortment of OTC drugs and food supplements and perfect the system of customer care in order to increase the perceived value of the proposition and services from the customer's perspective. The aim of the quantitative research through personal interview in randomly selected households in the Czech Republic was to determine what attributes of the customer value clients are importa...

Customers subjectively evaluate the offer and the value perceived by them is a result of considering many factors, often surprising for the supplier. Likewise, the supplier may have a distorted idea of how much individual parameters of the offer are important to the customers when choosing a supplier and how they evaluate the offer. Evaluation of the supplier performance by customers was the subject of a quantitative research that was conducted in body shops in the Czech Republic. A partial aim of the research was...

Creating marketing communication in an enterprise to integrate all communication tools and effectively unite the efforts of the enterprise in communication with all stakeholders is an essential prerequisite for success on the current markets. In this issue, we often encounter the opinion that the use of mass communication and mass media in the marketing communication mix of businesses, particularly those operating on B2B markets, is on the decline due to the growing differentiation and the pursuit of one-to-one ma...