Handbuch Des Bankmarketing Book by Joachim Suchting
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Handbuch Des Bankmarketing

Handbuch Des Bankmarketing


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About the Book

Seit sich vor etwa 30 Jahren eine bewuBte, systematische und planvolle Bearbeitung der Mlirkte in den deutschen Kreditinstituten durchgesetzt hat, ist es zu einer wachsen- den Zahl von VerMfentlichungen zum Bankmarketing gekommen. Darunter sind vor allem Zeitschriftenaufsatze, aber auch Monographien, die indessen immer nur Teil- aspekte des Gebietes behandeln. Was fehlt, ist eine umfassende Auseinandersetzung mit den Problemen des Bankmarketing. Die Herausgeber versuchen, diese Lilcke zu schlieBen, und sprechen deshalb auch yom "Handbuch des Bankmarketing" . Die Hoffnung, daB dies ein erfolgreicher Versuch sein moge, grilndet sich auf die Fachkompetenz der Autoren, die zu den Filhrungspersonlichkeiten in- und auslandi- scher Kreditinstitute gehOren; in der Bundesrepublik Deutschland sind sie in den drei groBen Universalbank-Gruppen tatig. Das Handbuch wird von drei. Saulen getragen: dem Privatkundenmarketing, dem Firmenkundenmarketing und dem Marketing in auslandischen Kreditinstituten. Urn eine moglichst geschlossene Konzeption zu erreichen, sind die beiden Bereiche Privatkundenmarketing und Firmenkundenmarketing grundsatzlich nach absatz- politischen Instrumenten geordnet: den Fragen der Marktforschung, der Produkt- gestaltung und Preispolitik, der Vertriebssysteme, des Verkaufereinsatzes und der WerbemaBnahmen gelten die Beitrage der deutschen Autoren. Mit dieser parallelen Gliederung soH dem Leser ein Vergleich der Gemeinsamkeiten und Unterschiede er- moglicht werden, welche die Betreuung der beiden groBen Kundensegmente in den Kreditinstituten auszeichnet. AuBerdem wird ein internationaler Vergleich dadurch ermoglicht, daB den Aufsatzen der deutschen Autoren Beitrage ilber das Marketing in auslandischen Banken gegenilbergesteHt werden.


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Product Details
  • ISBN-13: 9783409147095
  • Publisher: Gabler Verlag
  • Publisher Imprint: Gabler Verlag
  • Edition: Softcover Reprint of the Origi ed.
  • Language: German
  • Returnable: N
  • Spine Width: 26 mm
  • Width: 170 mm
  • ISBN-10: 3409147098
  • Publisher Date: 01 Jan 1987
  • Binding: Paperback
  • Height: 244 mm
  • No of Pages: 500
  • Series Title: German
  • Weight: 843 gr


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