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Bankmarketing Im Internationalen Geschäft

Bankmarketing Im Internationalen Geschäft

          
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About the Book

. Die bankwirtschaftliche Literatur. bietet bereits ein breites Angebot marketingbe- zogener Schriften. Neben allgemeinen Fragen des Bankmarketing werden hauptsäch- lich marketingpolitische Aspekte der Planung, der Marketingforschung, der Organi- sation und der Information behandelt. Dabei fällt auf, daß sich die Literatur in der Vergangenheit fast ausschließlich mit dem Bereich des Privatkundengeschäfts befaßt hat. Demgegenüber fehlen Arbeiten, die das Firmenkundengeschäft und vor allem aber die internationale Dimension des Bankmarketing in die Betrachtung einschließen. Aus diesem Grunde und wegen der zwischenzeitlich so stark gestiegenen Bedeutung des internationalen Bankgeschäfts drängt sich die wissenschaftliche Behandlung auch dieses Bereiches geradezu auf. Deshalb bezweckt diese Arbeit die problembezogene Behandlung und die Offenlegung der strukturellen Merkmale des Marketing der Ban- ken im internationalen Geschäft, um erste Anhaltspunkte über die Marketingaktivi- täten der Banken in diesem Geschäftsbereich zu gewinnen. Die Aussagen konzentrieren sich' dabei auf die Firmenkundschaft als die dominante Zielgruppe der Banken im internationalen Geschäft. Wegen der marketinggerichteten Betrachtungsweise muß die Behandlung des internationalen Eigengeschäfts der Banken unberücksichtigt bleiben. Bei der Bearbeitung der zu bewältigenden Marketingsproblematik im internationalen Geschäft der Banken erwies sich der entscheidungstheoretische Ansatz dieser Arbeit wegen des Prozeßcharakters des Bankmarketing als zweckmäßig.


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Product Details
  • ISBN-13: 9783409490115
  • Publisher: Gabler Verlag
  • Publisher Imprint: Gabler Verlag
  • Edition: Softcover Reprint of the Origi ed.
  • Language: German
  • Returnable: N
  • Spine Width: 12 mm
  • Width: 170 mm
  • ISBN-10: 3409490116
  • Publisher Date: 01 Jan 1980
  • Binding: Paperback
  • Height: 244 mm
  • No of Pages: 224
  • Series Title: Die Bankgeschäfte
  • Weight: 367 gr


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