Analýza marketingové komunikace banky

Abstract

The aim of the thesis was to analyze the bank's marketing communications, particularly of CSOB. This analysis was conducted through personal interviews. The task was to find out what tools of marketing mix is the bank using and how effective they are. In the first chapter is mentioned description of the company itself. Another part focuses on theoretical foundations of marketing communications. Here is described the general characteristics of marketing communications, public relations (PR), image and identity of the company itself (corporate identity). Following the methodology of marketing research, where the problem is explained and the main objective and hypotheses of the research. In the analytical part itself are described results of the research, including the graphs. This part is followed by suggestions and recommendations for possible improvement of marketing communications. The final part is a summary of the whole thesis.