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Corporate Identity in Banken
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Zunehmende Umweltdynamik, stagnierende Mrkte und steigender Wettbewerb kennzeichnen den Wandel und die Vernderungen im Bankgeschft. Vor diesem Hintergrund entwickelt sich die Notwendigkeit, neue, erfolgversprechende Mittel und Wege zu finden, sich gegenber der Konkurrenz zu profilieren und abzugrenzen. Eine Mglichkeit der Profilierung stellt der Aufbau und die Vermittlung einer eindeutigen Unternehmenskultur im Sinne einer inhaltlich stimmigen Corporate-Identity der Bank dar. Dies ist das Thema des Buches. Leicht verstndlich fhrt der Autor den Leser in die Thematik ein und gibt ihm Handlungsanleitung fr die richtige Corporate-Identity-Strategie.
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