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Ing. Kateřina Slezáková

Master's thesis

Marketingová strategie organizace

The marketing strategy of the organization
Abstract:
Cílem této práce je provést strategickou analýzu mikroprostředí ING Bank, kriticky zhodnotit současnou marketingovou strategii ING Bank a formulovat případná doporučení na změnu strategie. V rámci práce je zmapován bankovní trh, marketingový mix a současná marketingová strategie ING Bank.
Abstract:
The aim of this thesis is to make strategic analysis of the microenvironment of ING Bank, critically evaluate current marketing strategy of ING Bank and formulate any recommendations to change strategy. As part of the work is mapped banking market, marketing mix and current marketing strategy of ING Bank.
 

Keywords

Marketingová strategie marketing strategická analýza marketingový mix.
 
Language used: Czech
Date on which the thesis was submitted / produced: 30. 4. 2015
Identifier: https://is.vsfs.cz/th/mlrwr/

Thesis defence

  • Date of defence: 16. 6. 2015
  • Supervisor: Mgr. Miloslava Kykalová
  • Reader: Ing. Miloslav Šašek

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University of Finance and Administration

Master programme / field:
Economics and Management / Marketing Communication

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