Return to search

Marketingový mix v pojišťovnictví a analýza současné marketingové strategie České pojišťovny / Marketing mix in insurance industry and the analysis of current marketing strategy of Česká pojišťovna

This thesis is analysing the current marketing strategy of Česká pojišťovna. In particular, it is focused on changes which were realised during the marketing campaign named "Podzimní ofenzíva 2011". There are described innovations of products of insurance, marketing communication and distribution department of Česká pojišťovna. The attention is also dedicated to the creation of insurance prices. In the theoretical part, there are characterised particular parts of marketing mix, service marketing and insurance mar-keting.

Identiferoai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:116251
Date January 2012
CreatorsSedliak, Tomáš
ContributorsDaňhel, Jaroslav, Štěpánek, Lukáš
PublisherVysoká škola ekonomická v Praze
Source SetsCzech ETDs
LanguageCzech
Detected LanguageEnglish
Typeinfo:eu-repo/semantics/masterThesis
Rightsinfo:eu-repo/semantics/restrictedAccess

Page generated in 0.0036 seconds