We found a match
Your institution may have access to this item. Find your institution then sign in to continue.
- Title
MARKETING AUDIT OF CORPORATE COMMUNICATION IN BANKING SECTOR.
- Authors
Kupec, Václav
- Abstract
Corporate Communication is an important part of banking marketing. For this reason it is necessary to competently control all communications. The aim o f this study is, therefore, to provide a theoretical analysis of potential risks and practical recommendation o f how to eliminate problems in Corporate Communication in the banking sector. The work is methodologically approached not only by analysis of current theories, but also by monitoring the risks of Corporate Communication and application o f appropriate audit techniques. The findings presented for the first time in the paper include the results of the analysis of the communication process which reveal the risks in areas associated with encoding, transmission and decoding of information. Furthermore, findings concerning strategic parts of Corporate Communication, the dilemma of uniformity of communication used and the deficiency in modern communication channels are also summarized. Finally, we also included the proposed recommendations which include a formalized base to eliminate shortcomings in the surveyed environment. In conclusion we can state that responsibly applied audit techniques serve as operative tools for continuous management of Corporate Communication as well as the entire reputation o f banks and related processes.
- Subjects
CORPORATE communications; MARKETING audits; BANKING industry
- Publication
Studies of Socio-Economics & Humanities / Socioekonomické a Humanitní Studie, 2015, Vol 5, Issue 2, p25
- ISSN
1804-6797
- Publication type
Article