BANK SEGMENTATION AND MARKETING STRATEGY IN CONTEXT OF DIGITAL MARKETING CONDITIONS IN THE CZECH REPUBLIC
Journal Title: Marketing Identity - Year 2015, Vol 3, Issue 1
Abstract
The segmentation is the process of dividing a large homogenous client portfolio into clearly identifiable groups (segments) having similar needs, wants, or demand characteristics. With the entrance of new media and with increasing the market penetration of internet and mobile phones the advertising interests in using new medias as a means of marketing communication is rising. The Bank segmentation in the Czech Republic, focusing on the marketing strategy of large or small banks in context of digital marketing conditions is the main goal of the paper.
Authors and Affiliations
Petra Jílková
Keywords
Related Articles
- EP ID EP169599
- DOI -
- Views 160
- Downloads 0
BOOKS AS A PART OF CONSUMER CULTURE
Reading is an important cultural, social and intellectual activity: it is a self-regulated behaviour carried out by the reader who is also a part of a social system. Reading itself, as well as its performance, is both a...
ANALYSIS OF THE MOBILE APPS USED IN THE EDUCATIONAL PROCESS
Mobile apps provide a large amount of possibilities to use. From entertainment apps, games, social apps that allow people to communicate with each other or apps that make life easier such as navigations, maps, etc. One o...
ON COLLECTIVE INTELLIGENCE IN THE CYBERSPACE OF DIGITAL MEDIA
The term of collective intelligence is linked with P. Lévy, who was the first to address it in connection with the rise of digital media and communication in cyberspace. Lévy understands collective intelligence as a univ...
ANALYSING THE SELECTED TOOLS OF MARKETING COMMUNICATION IN THE FIELD OF HEALTH CARE FROM THE CONSUMER’S POINT OF VIEW
An indispensable part of any organization operating under market economy conditions is its promotion. Marketing and promotion do not only apply in the business environment, but are also part of the non-business environme...
DIFERENCES BETWEEN FILM REVIEWS PUBLISHED IN SELECTED REPRESENTATIVES OF THE BRITISH, AMERICAN AND SLOVAK DAILY ELITE NEWSPAPERS
The paper is concerned about the differences between writing and publishing reviews in selected representatives of daily elite press – the British The Guardian, the American The New York Times and the Slovak SME. The res...