BANK SEGMENTATION AND MARKETING STRATEGY IN CONTEXT OF DIGITAL MARKETING CONDITIONS
IN THE CZECH REPUBLIC
BANK SEGMENTATION AND MARKETING STRATEGY IN CONTEXT OF DIGITAL MARKETING CONDITIONS
IN THE CZECH REPUBLIC
Author(s): Petra JílkováSubject(s): Economy, National Economy, Marketing / Advertising
Published by: Univerzita sv. Cyrila a Metoda v Trnave, Fakulta masmediálnej komunikácie
Keywords: bank segmentation; digital marketing; marketing strategy; new media; product policy;
Summary/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 internetand 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.
Journal: Marketing Identity
- Issue Year: 3/2015
- Issue No: 1/1
- Page Range: 81-90
- Page Count: 10
- Language: English