The aim of this master thesis is to analyze marketing communication of new banks which entered the Czech market in 2011. The first part of the thesis contains the theoretical background regarding marketing in services, marketing communication and methodology of market research. The practical part deals with the analysis and comparison of marketing communication of Zuno, Air Bank and Equa bank. The practical part contains own quantitative and qualitative market research focused on perception of marketing communication of these banks by the public and their clients. Based on this research and SWOT analysis the possibilities of improvement in the future are presented at the end of the thesis.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:113161 |
| Date | January 2011 |
| Creators | Stráníková, Martina |
| Contributors | Postler, Milan, Mikeš, Jiří |
| Publisher | Vysoká škola ekonomická v Praze |
| Source Sets | Czech ETDs |
| Language | Czech |
| Detected Language | English |
| Type | info:eu-repo/semantics/masterThesis |
| Rights | info:eu-repo/semantics/restrictedAccess |
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