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National Repository of Grey Literature

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Marketing v pojišťovnictví Pašová, Kateřina ; Bílková, Diana (advisor) ; Brousil, Petr (referee) Tématem diplomové práce je marketing v pojišťovnictví. Cílem díla je naznačení vývoje trhu životního pojištění a jeho možný způsob segmentace. Zaměřila jsem se na vybrané ukazatele tohoto trhu, včetně analýzy trendu a odhad budoucích hodnot hrubého předepsaného pojistného, postavení České republiky ve srovnání s ostatním světem. Zajímaly mě také příčiny zpomalení růstu tohoto trhu, ke kterému došlo v posledních dvou letech. Segmentaci jsem zahájila teoretickými východisky, zmínila jsem také současné trendy segmentace trhu. Další kapitoly jsou věnovány analýze dat, probíhající ve dvou stupních. Obsahují popis přípravy dat pro shlukovou analýzu a výsledné charakteristiky odhalených segmentů. Závěrečná kapitola obsahuje pro odhalené segmenty trhu životního pojištění možná marketingová doporučení. Detailed record

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