Optimization of marketing communication of SKF CZ, a.s.

The content of this thesis is based on the marketing communication in B2B in engineering company SKF CZ, a.s. on the Czech market. First the theory regarding B2B marketing, evaluation of marketing communication, situation analysis and marketing research is introduced. It is followed by situation analysis of the company SKF CZ, a.s. using the 5C method, the description of marketing communication and evaluation of its effectivity based on primary and secondary data. The conclusion consists of appropriate allocation of investments in marketing budget on marketing communication tools and setting appropriate measures for creating the marketing dashboard, which will continuously monitor and evaluate the efficiency of SKF CZ marketing communication