Analytical Marketing ? Trends in Banking Practice

Jiří Ochec

Ekonomika a Management, 2011, vol. 2011, issue 4, 37-46

Abstract: This article deals with clients? data processing. It describes analytical methods used for work with customer information in current practice in Czech banking environment and focuses on its further marketing utilization. There have been identified different scopes of company?s CRM program and useful tips for successful use of data marketing analysis.

Keywords: Analytical Marketing; Customer Relationship Management; Clients Data Mining; Analytický marketing; Řízení vztahů se zákazníky; Vytěžování klientských dat (search for similar items in EconPapers)
JEL-codes: G30 (search for similar items in EconPapers)
Date: 2011
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