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Bankmarketing im Firmenkundengeschft
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Grundlegende Vernderungen der wirtschaftlichen Rahmenbedingungen bringen fundamental neue Anforderungen im Firmenkundengeschft der Kreditinstitute mit sich. Die hohe Wettbewerbsintensitt in diesem Kundensegment verlangt nach individuellen Problemlsungen und nicht nach einem Produktangebot "von der Stange". Bankmarketing im Firmenkundengeschft bietet durch die Abhandlung sowohl strategischer als auch operativer Aspekte einen umfassenden Leitfaden fr das Firmenkundenmarketing. Die Grundlage hierfr bildet eine konsequente Zielgruppenorientierung und eine systematische Marktbearbeitung. Die Instrumente des Marketing-Mix, also Produkt-, Preis- und Vertriebspolitik werden in ihrer aktuellen Entwicklung praxisorientiert dargestellt und erlutert.
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