Janka Gombarčeková

Bachelor's thesis

Špecifiká tvorby marketingového mixu

Specifics of the creation of marketing mix in selected commercial bank
Abstract:
In this these we are dealing with a problematic of bank marketing. There are in bank some specifiticies by the creation of marketing mix. In the fist part, we focuse on theoretical background ot marketing. We adress definitions of bank marketing and concrete instruments of marketing mix, consequently product, price, distribution, communication, staff, process and physical environment. In the second …more
Abstract:
V práci sa zaoberáme problematikou bankového marketingu. V bankách má tvorba marketingového mixu určité špecifiká.V prvej časti rozoberáme teoretické východiská marktetingu. Venujeme sa definíciám bankového marketingu a konkrétnym nástrojom marketingového mixu, čiže produktu, cene, distribúcii, komunikácii, personálu, procesu a fyzickému prostrediu. V druhej časti charakterizujeme vybranú banku - Slovenskú …more
 

Keywords

bankový marketing marketingový mix Úver na bývanie bank marketing marketing mix Credit for housing
 
Language used: Slovak
Date on which the thesis was submitted / produced: 3. 3. 2011
Identifier: https://is.ambis.cz/th/tcx0v/

Thesis defence

  • Date of defence: 17. 6. 2010
  • Supervisor: doc. Ing. Zdenka Musová, PhD.
  • Reader: doc. Ing. Pavel Ceniga, PhD.

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Institution archiving the thesis and making it accessible: Vysoká škola regionálního rozvoje a Bankovní institut – AMBIS, Bankovní institut vysoká škola SK
Složka Reference to the local database directory of the institution

Banking Institute/College of Banking

Banking Institute/College of Banking SK

Bachelor programme / field:
Banking / Banking Management

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