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.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:116251 |
| Date | January 2012 |
| Creators | Sedliak, Tomáš |
| Contributors | Daňhel, Jaroslav, Štěpánek, Lukáš |
| 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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