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
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