Přehled o publikaci

The current impacts of the economic cycle fundamentally form the economic behaviour of the market participants. This also relates to the banking sector, where the traditional business models stop to be competitive. The aim of this study is therefore to contribute to the improvement of the management of the business offers provided by individual banks and the other aim is the finding of innovative possibilities how to analyse the marketing trace of the selected clients. Methodically, this text concerns verifying of the possibilities what marketing data is possible to obtain from the information systems of the financial institutions, respectively, it concerns the possibilities and the relevance of the use of these data for modelling the demand. From the obtained results, there are consequently obvious wide options for the corresponding analyses of the marketing traces of the selected customers. Regarding the obtained data, it is very important to process it in a way that it becomes a valuable pieces of knowledge for the financial companies and also becomes knowledge which can be implemented in the supply of the consumers. The products and services prepared in this way then enable an adequate realisation of the clients' needs which can in case of combining with other marketing strategies become an important competitive advantage not only for the banking institutions.