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Komunikační mix a efektivita současné marketingové komunikace společnosti Aviva životní pojišťovna, a.s. / Promotional mix and marketing communication effectiveness of the company Aviva životní pojišťovna, a.s.

Primary objective of this diploma thesis is to conduct analysis of promotional mix of life insurance company operating on a Czech insurance market, to review efficiency of marketing communication and express practical recommendations for optimization of communication mix and increase of efficiency of marketing communication. First, theoretical part of thesis, presents particularity of marketing a service. Promotional mix is defined as a part of the marketing mix and furthermore its components are in detail described including its application. Second, practical part of thesis, includes analysis of these components in context of reviewed company. Also specific application cases of these components of promotional mix are described including comparison with some project of competitive organizations and efficiency revision of marketing communication based on undertaken market survey.

Identiferoai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:76298
Date January 2009
CreatorsKocián, Petr
ContributorsKřížek, Miroslav, Kešner, Martin
PublisherVysoká škola ekonomická v Praze
Source SetsCzech ETDs
LanguageCzech
Detected LanguageEnglish
Typeinfo:eu-repo/semantics/masterThesis
Rightsinfo:eu-repo/semantics/restrictedAccess

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