Přehled o publikaci

The trade business has undergone a significant amount of development in the last few decades and that is one of the key areas of a functioning and globally connected economy in the 21st Century. A comprehensive interpretation of the problems in trade and business is covered in the book, as well as the key findings from many fields that are also contained in this publication. This textbook is divided into five thematic sections for the purposes of convenience. The basic concepts and relations in trade, such as defining the status of retail companies in the market trends and outlined the probable development of this area, are introduced in Part I. Many issues are examined from the point of view of business owners and management in Part II. The most important areas of business activities of trading companies are explained in Part III. Consumer behaviour and those marketing tools used by retailers to influence the consumers in their decision-making process are concentrated upon in Part IV. The activities that are specifically used in trade and business firms, as well as those particular strategies and methods that are employed by management as well as the realization of those activities, are discussed in Part V. There is also some focus on international trade and its key role within the contemporary market economy. This textbook is interspersed with interesting tables and graphs. Each chapter contains a case study. The comments given are further enhanced by a set of solved practical examples.