Analysis of the Acquisition Marteting Strategy of mBank
| Autor: | Zejda, Vladimír |
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| Přispěvatelé: | Jablonský, Petr |
| Jazyk: | čeština |
| Rok vydání: | 2010 |
| Předmět: | |
| Popis: | This paper examines the consumer decision process at the financial market. Combining the findings from the fields of marketing, finance, psychology, economy, sociology and consumer behaviour I present a complex model of the financial services' consumer decision process. In the second part of the paper I use the model on the case of the entry of a new bank into a Czech retail banking market -- mBank (2007). Using the model I then explain the growth in the bank's client base. |
| Databáze: | OpenAIRE |
| Externí odkaz: |
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