Využití internetového marketingu českými bankami

Abstract

This bachelor thesis deals with analysis of the the using internet marketing by Czech banks. The analysis was performed on a large Czech banks. The aim of this study is to analyze the use of internet marketing communication by UniCredit Bank to acquire new customers, retain existing ones and build image in comparison with other large banks (Česká spořitelna, Komerční banka and ČSOB). The thesis is divided into theoretical part, which describes the characteristics of the banking market and theoretical bases of internet marketing of banks. Following is the application part, which performs the analysis of internet marketing of banks, through questioning and observing the general public websites, social media and email banks‘ communication. At the end of this paper are the results of research, which include suggestions and recommendations for the bank UniCredit Bank. During the research it was found that the bank has large gaps and lags in all analyzed areas (website, social media and e-mail communication).