Analýza marketingové komunikace banky

Abstract

The theme of the thesis is to analyze the marketing communication of bank Česká spořeitelna, Inc. The content of each chapter were gradually describe the theoretical basis of marketing communication with a focus on service. The analysis of the bank I itemized individual services for personal customers and analyzed the various elements of the current marketing communication. In the research section I have described methods for collecting primary data through a questionnaire aimed to address the problem of the transfer of customers to competing low-cost banks and reducing profits of the bank. Interpretation of results I used supplemented by appropriate graphs and tables enhancing transparency and in chapter proposals and recommendations to the description on the basis of data obtained from primary and secondary sources steps towards achieving the aim of the thesis, which is proposal of marketing communication directed to the presentation of key products - mainly personal bank account, with an emphasis on information about discounts and benefits,which are currently communicate ineffective.