Model of integrated marketing communication of commercial bank - theoretical approach

• Autorzy: Frajtova-Michalikova K. , Kramarova K.
• Konferencja: Logistyka, systemy transportowe, bezpieczeństwo w transporcie - LOGITRANS (VII ; 14-16.04.2010 ; Szczyrk, Polska)
• Języki publikacji: EN

Abstrakty

EN

This article deals with the importance of integrated marketing communication (IMC), in more details with the theoretical model of IMC designed in accordance with the needs of any commercial bank. The goal of this article is to emphasize segmental orientation applied in communication models as well as the need to implement such important parameters as loyalty, customer satisfaction and its individual value (customer value).

Słowa kluczowe

EN

bank; customer value; integrated marketing communication; customer; loyalty; model of IMK

• Wydawca: Sieć Badawcza Łukasiewicz - Poznański Instytut Technologiczny
• Czasopismo: Logistyka
• Rocznik: 2010
• Tom: nr 2
• Opis fizyczny: Pełny tekst na CD, Bibliogr. 7 poz.

Twórcy

autor

Frajtova-Michalikova K.

autor

Kramarova K.

• The University of Žilina, The Faculty of Operation and Economics of Transport and Communications, The Department of Economics,

Bibliografia

• [1] ANDREASSEN, T. W., LINDSTAD, B.: Customer Loyalty and Complex Services, the Impact of Corporate Image on Quality, Customer Satisfaction and Loyalty for Customers with Varying Degrees of Service Expertise. In: International Journal of Service Industry Management 9/1998, str. 7-23.
• [2] HOSFORD-DUNN, H.: Integrated Marketing Communication (IMC) Part III: Acquiring and Retaining Customers dostupné na: www.audiologyonline. com/articles /article _detail.asp?article
• [3] KRAMAROVÁ, K.: Integrovaná marketingová komunikácia finančných inštitúcií. Dizeračná práca
• [4] METEIDES, A.: Spokojnosť zákazníka a metódy jej merania – 1. diel. Bratislava: Epos, 1999.
• [5] MATEIDES, A., ĎAĎO, J.: Služby. Bratislava: EPOS, 2002.
• [6] NÍZKA, H.: Priamy marketing. Bratislava: IURA EDITION, 2002.
• [7] www.marketer.hnonline.sk /c1-31445500-ako-si-udrzat-zakaznikov