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Model of integrated marketing communication of commercial bank - theoretical approach

Frajtova-Michalikova K., Kramarova K.

Logistyka

2010

nr 2

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).