This Master Thesis describes marketing strategy of G2 Student Account that was adopted by Komerční banka, a.s. in 2007. Despite a strong competition , within a year after its launch the bank became a market leader in student accounts segment. Objectives of this work are to introduce theoretical approaches to marketing strategy creation, to depict activities connected to launching a particular marketing strategy and last but not least, to evaluate its results and propose possible corrections.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:15508 |
| Date | January 2009 |
| Creators | Fasselová, Iva |
| Contributors | Filipová, Alena, Zeman, 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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