Bc. Zuzana Gajdošová

Master's thesis

Vplyv marketingových aktivít banky na nákupné rozhodovanie klienta

Influence of bank marketing activities on decision of clients shopping
Abstract:
The thesis deals with the influence of marketing activities for the bank clients buying decision. The first chapter focuses on consumer behavior and marketing activities. The second chapter analyzes the marketing activities of selected commercial banks and examines the impact on customer buying decisions. The third chapter offers suggestions on how banks could make better use of marketing tools.
Abstract:
Diplomová práca sa zaoberá vplyvom marketingových aktivít banky na nákupné rozhodovanie klienta. Prvá kapitola je zameraná na spotrebiteľské správanie a marketingové aktivity. Druhá kapitola analyzuje marketingové aktivity vybraných komerčných bánk a skúma vplyvy na nákupné rozhodovanie klienta. Tretia kapitola prináša návrhy, ako by mohli banky lepšie využívať marketingové nástroje.
 

Keywords

produkt cena distribúcia marketingová komunikácia mladí ľudia klienti product price distribution marketing communication young people clients
 
Language used: Slovak
Date on which the thesis was submitted / produced: 22. 5. 2012
Identifier: https://is.ambis.cz/th/m9p9t/

Thesis defence

  • Date of defence: 29. 5. 2012
  • Supervisor: doc. Ing. Zdenka Musová, PhD.
  • Reader: Ing. Valér Demjan, 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

Master programme / field:
Economics and Management / Finance

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