The problem of this study was to determine the status of marketing activities among four-year, publicly-controlled institutions of higher education in the United States. A survey was conducted of all 549 four-year, publicly controlled institutions listed in the 1980 Education Directory. Questionnaires were mailed to those administrators whose titles implied public relations responsibilities. This group of respondents was presumed to comprise the individuals who were most likely to be knowledgeable about marketing activities in their institutions. Responses were received from 364 (66.3 per cent) of the officers, who represented 364 institutions from 49 states.

This dissertation thesis identifies marketing activities that support customer loyalty in banking in the Czech republic. Besides providing the answer on question which loyalty activites to implement it defines general methodical model designed for similar projects use. The thesis also deals with several approaches to clients selection process including analytical marketing tools application. The research is structured into several continuous grades which findings follow each other. It also takes into consideration numerous dimensions of customer perception such as satisfaction, personal use, exit barrier, standards and inovations. New term meanings for satisfaction, retention and loyalty are defined in the thesis.