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 162
- Downloads 0
DIGITAL CULTURE VERSUS RELIGIOUS CULTURE: CONVERGENCES AND CHALLENGES
The man of today is the subject of rethinking the social, cultural sphere under the technological development, of the digitalized era in which we live. Nowadays realities (social, cultural, religious ones) are interconne...
ANALYTICAL VIEW OF THE CURRENT ISSUE OF USING ONLINE AD BLOCKING TOOLS
The goal of this article is to approach the current situation regarding the use of Internet advertising blocking tools. In the introduction, we focus on basic theoretical backgrounds to clarify key concepts related to In...
BUILDING NEW BRAND IN HIGHLY COMPETITIVE ENVIRONMENT
The paper deals with the brands from the perspective of their market launch. Using a concrete example of a new Czech brand, the paper describes its launching strategy, from defining brand attributes, through proposal of...
SIGNIFICANT PARAMETERS IN BRAND BUILDING OF A UNIVERSITY
In a consideration of an ever-increasing competition for students in higher education it is necessary to analyze a brand perception of a university or more precisely of a faculty, manage the brand effectively and adjust...
FRAMEWORK FOR MEASURING PERFORMANCE OF WEBSITES IN TERMS OF SEARCH ENGINE OPTIMIZATION
In this digital age, customers and companies are using different approach when selecting their supplier or business partner. One of the criteria is the digital presence of the company or organization. It has to be positi...