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Erfolgsvoraussetzungen für Multi Channel Strategien im Rahmen der Distributionspolitik für das Privatkundengeschäft von Banken

Erfolgsvoraussetzungen für Multi Channel Strategien im Rahmen der Distributionspolitik für das Privatkundengeschäft von Banken

          
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About the Book

Diplomarbeit aus dem Jahr 2002 im Fachbereich BWL - Bank, Börse, Versicherung, Note: 2,0, FOM Essen, Hochschule für Oekonomie & Management gemeinnützige GmbH, Hochschulleitung Essen früher Fachhochschule, Sprache: Deutsch, Abstract: Zielsetzung der Arbeit ist es, die Erfolgsvoraussetzungen für die Banken aufzuzeigen, die sie längerfristig überlebensfähig machen. Denn um im Privatkundengeschäft von Banken Erfolge vorweisen zu können, braucht man zufriedene, ausbaufähige und auch neue Kunden. Die Art, wie man mit den Kunden umgeht, und ihren Ansprüchen gerecht wird, spiegelt sich in der Multi Channel Strategie wieder. Die Faktoren einer erfolgreichen Strategie herauszuarbeiten und anzuwenden, ist eine Intention dieser Arbeit. Zusätzlich werden neue Ausrichtungen der Produkt- und Marketingstrategien vorgestellt und an verschiedenen Beispielen erläutert. Nach einer einführenden Erläuterung der Problemstellung werden die Begriffsbestimmung und Aufgabenfelder der Distributionspolitik im Bankgeschäft im zweiten Kapitel näher beschrieben. Anschließend folgt eine Erläuterung der Vertriebswege vom klassischen bis zu den neuesten Vertriebskanälen. Im dritten Kapitel werden die distributionspolitischen Herausforderungen im technischen Bereich erläutert. Einerseits anhand des Handelsforums E-Commerce, andererseits im personellen Bereich durch die Kundenanforderungen an die Vertriebswege und durch die Wettbewerbsstrategien im Bankensektor. Das vierte Kapitel beschäftigt sich mit den Grundlagen für Multi Channel Strategien, wobei nach der Begriffsabgrenzung auch die personellen und die organisatorischen Voraussetzungen vorgestellt werden. Das Customer Relationship Management wird ebenfalls mit seinen Zielen und technischen Systemen in diesem Kapitel erläutert. Im fünften Kapitel erfolgt dann eine differenzierte Betrachtungsweise von Multi Channel Strategien anhand eines Beispiels bei der Commerzbank AG. Zudem werden noch Handlungsempfehlungen für verschiedene Bank


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Product Details
  • ISBN-13: 9783656732099
  • Publisher: Grin Publishing
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Weight: 245 gr
  • ISBN-10: 3656732094
  • Publisher Date: 19 Sep 2014
  • Height: 297 mm
  • No of Pages: 94
  • Spine Width: 5 mm
  • Width: 210 mm


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Erfolgsvoraussetzungen für Multi Channel Strategien im Rahmen der Distributionspolitik für das Privatkundengeschäft von Banken
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