Introducing the marketing activity of Takarékbank Zrt. through the example of the Takarék Sustainable bank account campaign

Hirsch Alexandra (2021) Introducing the marketing activity of Takarékbank Zrt. through the example of the Takarék Sustainable bank account campaign. Kereskedelmi, Vendéglátóipari és Idegenforgalmi Kar.

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Absztrakt (kivonat)

The purpose of this paper is to introduce the marketing activity of Takarékbank Zrt. with special emphasis on the analysis of the Takarék Sustainable Bank Account. The objective is to get a greater understanding on the opinion and attitude of the Hungarian residents  towards sustainability and environmental awareness issues. Further analysis investigates the product awareness of the Sustainable bank account and VISA Green Card of Takarékbank and the Hungarian residents opinion on it.   Within the framework of this dissertation, it offers the opportunity to get to know deeper service marketing, especially bank marketing. The thesis shows a comprehensive picture about the Hungarian banking sector in general and how sustainability appears in financial institutions both domestically and internationally. Through the example of Takarékbank Zrt., the reader could see the complex process of marketing in the case of a financial institution and gain insight into the campaign planning process of the Takarék Sustainable bank account campaign. In order to examine this topic, after the literature review, Takarékbank Zrt. and its marketing activity is introduced in detail. As for primary research a quantitative method was chosen. The quantitative research consists of an online survey with 200 respondents. The purpose of the survey is to gain a better understanding on the examined and analysed topic, to find out what and how Hungarian residents think about the topic. The outcome of the quantitative study is presented in the thesis.

Intézmény

Budapesti Gazdasági Egyetem

Kar

Kereskedelmi, Vendéglátóipari és Idegenforgalmi Kar

Tanszék

Kereskedelem Tanszék

Tudományterület/tudományág

NEM RÉSZLETEZETT

Szak

Kereskedelem és marketing

Mű típusa:	diplomadolgozat (NEM RÉSZLETEZETT)
Kulcsszavak:	bankmarketing, campaign planning, marketing activity, sustainability, Takarékbank Zrt.
SWORD Depositor:	Archive User
Felhasználói azonosító szám (ID):	Archive User
Rekord készítés dátuma:	2022. Már. 22. 08:15
Utolsó módosítás:	2022. Már. 22. 08:15

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