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Die Marketingzukunft der Finanzdienstleister
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Der Markt fr Finanzdienstleistungen sieht sich wie kaum eine andere Branche mit extremen Vernderungen in seinen kommunikativen und medialen Rahmenbedingungen konfrontiert. Dieser Wandel wird sich auch zuknftig weiter fortsetzen, weshalb es fr Finanzdienstleister immer wichtiger wird, ihre Marketingstrategien auf die unterschiedlichen knftigen Entwicklungen hin auszurichten. Dies ist jedoch mit extremen Unsicherheiten verbunden. Dieses Buch gibt Orientierungshilfe, indem es einen berblick ber verschiedene moderne Marketinganstze gibt. Unter Verwendung der Szenario-Technik und durch eine Befragung von Marketingexperten im Finanzdienstleistungsmarkt werden diese Anstze hinsichtlich ihrer Zukunftsfhigkeit analysiert. Damit leistet die Publikation einen wertvollen Beitrag zur Strategiefindung innerhalb des Privatkundengeschfts von Finanzdienstleistungsinstituten.
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