Nové směry v marketingové komunikaci bank v ČR

Bc. Ester Poláková

Bachelor's thesis

New Trends in Marketing Communication of Banks in the Czech Republic

Abstract:

Předmětem této bakalářské práce je charakteristika jednotlivých směrů v marketingové komunikaci. Bakalářská práce je rozdělena na teoretickou a praktickou část. Teoretická část objasňuje pojem marketing, marketingová komunikace a také nové směry v marketingové komunikaci, např. guerilla marketing, viral marketing, buzz marketing a digitální marketing. Praktická část se zabývá mnou vybranou bankou ČSOB, které jsou doporučeny nové směry v marketingové komunikaci.

Abstract:

The subject of this thesis is the characterization of trends in marketing communications. The thesis is divided into the theoretical and the practical parts. The theoretical part explains the concept of marketing, marketing communications and new directions in marketing communications, such as guerilla marketing, viral marketing, buzz marketing and digital marketing. The practical part deals with the ČSOB bank, which was chosen by me. The marketing communication of the ČSOB bank is described based on the available sources and there are suggested new uses of marketing directions.

Keywords

Marketing, marketingová komunikace, guerilla marketing, buzz marketing, banka. Marketing, marketing communication, bank.

Language used: Czech

Date on which the thesis was submitted / produced: 29. 4. 2013

Thesis defence

• Date of defence: 30. 5. 2013
• Supervisor: Ing. Helena Cetlová
• Reader: Mgr. Eva Krumpholcová

Banking Institute/College of Banking

Bachelor programme / field:
Economics and Management / Economics and Small and Medium Enterprises Management