|Management Summary (english):
The presented thesis aims to provide the theoretical framework for the tasks of a marketing department and to support the definition of a market presence for the Wholesale Banking Solution Software PLAZA. The task of the thesis is to help dbsci in the start-up phase of the company to sell products to the external market. Therefore, a theoretical marketing paradigm is elaborated resulting in a useful framework for practical work. Additionally, it will be examined which impact the buying behavior with its behavioral characteristics and decision-making processes has on the design of a competitive marketing plan.
It is not an intention to provide in-depth technical discussions of specific marketing techniques, methods and theories as they apply to high-tech companies. Detailed explanations are clearly beyond the scope of this thesis. Neither it is intended to define an overall business strategy for the dbsci organization. However, it is aimed to present the whole scope of the marketing function. The focus of the thesis concentrates more on what to do to elaborate a competitive marketing paradigm for the dbsci organization, rather than how to do it.