Strategie získávání klientů v oblasti finančního poradenství

Abstract

This thesis deals with the design optimization strategy for attracting clients surveyed, two organizations, for branch OVB Allfinanz, plc. Karlovy Vary and ČSOB branch, plc. Karlovy Vary. Theoretical background of the issue are focused on the description of customer acquisition strategy with regard to the financial industry, marketing and ethical tools and finally the banking sector as a whole. The practical part will first briefly characterized both companies surveyed, which is subsequently carried out an assessment of their customer acquisition strategy. On the basis of the calculated results and information from the literature are then provided suggestions and recommendations for the development of the strategy, even including the choice of the most appropriate and ethical marketing tools.