The main aim of this diploma thesis is to show, how marketing in the banking sector works and on the example of particular bank describes the intern and as well the extern communication. I also suggest possible improvements in future and more effective propagation of bank products. The first part contains the explanation of marketing and commercial communications. The second part describes the theory of marketing in banking sector (characteristic of services, clients, marketing mix in banking). The third part follows the analysis of the banking sector in the Czech Republic. First of all specific banks are described and consequently the way of their communication is presented (especially the communication of action products). Conclusion of this chapter is the summary based on question-form-survey among banks. Last part should introduce to the reader details of the communication of one particular bank during the whole specified period of time. Lastly, the recommendations for better communication and approximation of the brand to the public are specified.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:81396 |
| Date | January 2011 |
| Creators | Heřmánková, Monika |
| Contributors | Postler, Milan, Hanslíček, Pavel |
| 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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