E-komunikacja na rynku usług bankowych. Modele, narzędzia, zastosowanie
| dc.contributor.author | Tarabasz, Anna | |
| dc.date.accessioned | 2020-02-03T14:54:46Z | |
| dc.date.available | 2020-02-03T14:54:46Z | |
| dc.date.issued | 2012 | |
| dc.identifier.citation | Tarabasz A., E-komunikacja na rynku usług bankowych. Modele, narzędzia, zastosowanie, Wydawnictwo Uniwersytetu Łódzkiego, Łódź 2012, doi: 10.18778/7525-907-0 | pl_PL |
| dc.identifier.isbn | 978-83-7525-907-0 | |
| dc.identifier.uri | http://hdl.handle.net/11089/31423 | |
| dc.description | Książka podejmuje zagadnienia budowania skutecznej komunikacji marketingowej sektora bankowego w Polsce przy użyciu narzędzi elektronicznych. Choć w literaturze przedmiotu istnieją szerokie opracowania dotyczące komunikacji marketingowej, marketingu bankowego i komunikacji elektronicznej, na polskim rynku wydawniczym dotychczas trudno było o pozycję, która w jednym miejscu spajałaby te trzy zagadnienia. Część empiryczna stanowi podsumowanie ponadrocznych badań, które objęły grupę prawie 1800 klientów z 11 największych banków w Polsce, a także syntezę działań tych instytucji w zakresie komunikacji elektronicznej. Lektura tej pracy będzie interesująca zarówno dla studentów, jak i praktyków życia gospodarczego, szczególnie z sektora usług bankowych. | pl_PL |
| dc.description.sponsorship | Udostępnienie publikacji Wydawnictwa Uniwersytetu Łódzkiego finansowane w ramach projektu „Doskonałość naukowa kluczem do doskonałości kształcenia”. Projekt realizowany jest ze środków Europejskiego Funduszu Społecznego w ramach Programu Operacyjnego Wiedza Edukacja Rozwój; nr umowy: POWER.03.05.00-00-Z092/17-00. | pl_PL |
| dc.language.iso | pl | pl_PL |
| dc.publisher | Wydawnictwo Uniwersytetu Łódzkiego | pl_PL |
| dc.rights | Attribution-NonCommercial-NoDerivatives 4.0 Międzynarodowe | * |
| dc.rights.uri | http://creativecommons.org/licenses/by-nc-nd/4.0/ | * |
| dc.subject | komunikacja | pl_PL |
| dc.subject | e-komunikacja | pl_PL |
| dc.subject | marketing | pl_PL |
| dc.subject | promocja on-line | pl_PL |
| dc.subject | kampania reklamowa | pl_PL |
| dc.title | E-komunikacja na rynku usług bankowych. Modele, narzędzia, zastosowanie | pl_PL |
| dc.type | Book | pl_PL |
| dc.page.number | 253 | pl_PL |
| dc.contributor.authorAffiliation | Uniwersytet Łódzki, Wydział Zarządzania, Katedra Marketingu, Zakład Podstaw Marketingu | pl_PL |
| dc.identifier.eisbn | 978-83-7969-122-7 | |
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| dc.identifier.doi | 10.18778/7525-907-0 |
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