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Euro-Bankmarketing
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Ordner: Die Realisierung des Europischen Binnenmarktes bietet der Kreditwirtschaft die Chance auf Ausweitung des Privatkunden- und Massengeschftes, birgt jedoch auch Risiken durch den verschrften Wettbewerb. Der Autor analysiert die gegenwrtige Situation und stellt die zuknftigen Perspektiven dar. Die Instrumente des Marketing-Mixes fr Banken werden vor dem Hintergrund eines gesamteuropischen Binnenmarktes definiert. Ziel der Strategie ist vor allem auch eine Standardisierung fr die erweiterten Zielgruppensegmente. Das Buch gibt Antwort auf die Fragen, wie man im erweiterten Markt Konkurrenzanalyse betreibt, wie man sinnvoll strategische Manahmen einleitet und wie sich Marketing und Controlling in Kreditinstituten darauf einstellen knnen.
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