publication . Bachelor thesis . 2014

Využití nástroje Unica Campaign pro přímý marketing ve společnosti ČSOB

Jenšík, Martin;
Restricted Czech
  • Published: 01 Jan 2014
  • Publisher: Vysoká škola ekonomická v Praze
  • Country: Czech Republic
Abstract
This bachelor thesis is focused on direct marketing communications at ČSOB company with using of the tool for direct marketing Unica Campaign by IBM company. This marketing tool has never been described in any academic thesis. The main objective of this thesis is to create an introduction to this area. The theoretical part introduces the readers to the basic terms associated with direct marketing, the ČSOB company, and its direct marketing communications. The theoretical part presents Unica Campaign tool. The practical part contents model example of marketing campaign and it shows how to do data preparation of marketing campaign with using of Unica Campaign.
Subjects
free text keywords: ČSOB; Marketing campaign; Marketingová kampaň; Přímý marketing; Unica Campaign; Direct marketing; Data
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