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Eventmarketing als eine Customer-Relationship-Maßnahme nutzen, um Kunden zu binden

Eventmarketing als eine Customer-Relationship-Maßnahme nutzen, um Kunden zu binden

          
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About the Book

Inhaltsangabe: Einleitung: Die Banken im Wandel. In den letzten Jahren hat im Bankensektor eine stille Revolution stattgefunden, die bis in die Gegenwart reicht und verstärkt die Zukunft beeinflussen wird. Durch den einsetzenden Deregulierungs- und Liberalisierungsprozess stieg die Wettbewerbsintensität im Bankgewerbe. Kennzeichnend für die gegenwärtige Situation des deutschen Finanzdienstleistungssektors ist die Tendenz zu einer „Überflussgesellschaft mit wirtschaftlichem Vernichtungswettbewerb". Dazu hat v.a. die rasante Entwicklung der Informationssysteme und der Technologien beigetragen. „Die rasante Entwicklung der Informations- und Telekommunikationstechnik, die zur Kommunikationstechnik zusammenwachsen, eröffnet auch der Finanzdienstleistungsbranche völlig neue Vertriebsoptionen". Dies führte in den letzten Jahren neben der großen Substituierbarkeit der Finanzprodukte verstärkt zur Sättigung der Investoren und Verbraucher. Deswegen wird es für die deutschen Kreditinstitute nun immer schwieriger, in den gesättigten Märkten mit hohem Konkurrenzdruck und Margenverfall rentable Kunden dauerhaft zu halten. Der Markt für Finanzprodukte hat sich im Laufe der Zeit vom Verkäufermarkt zum Käufermarkt entwickelt. Dieser Übergang vom Verkäufer- zum Käufermarkt führte zu verstärktem Wettbewerbsdruck, zur Abschaffung des „Bankbeamtentums" und erfordert ein strategisches Überdenken der Positionierung am Markt um im heutigen „Kampf um den Kunden" konkurrenzfähig zu sein. Die Kreditinstitute stehen vor neuen Herausforderungen und „buhlen" verstärkt um die Gunst der Verbraucher. Dabei wird, in einer von Computer und Maschinen beherrschten Welt, die Ansprache über den persönlichen und emotionellen Kontakt immer entscheidender. Aufgabe heutiger Kommunikationsinstrumente ist die Erzeugung eines psychologischen Zusatznutzens, um die weitgehend homogenen Finanzprodukte verkaufen zu können. Die Aufgabe der Finanzdienstleister muss es also sein, die emotionale Ebene der Investoren a


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Product Details
  • ISBN-13: 9783838660431
  • Publisher: Diplom.de
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 5 mm
  • Width: 148 mm
  • ISBN-10: 3838660439
  • Publisher Date: 06 Nov 2002
  • Height: 210 mm
  • No of Pages: 78
  • Series Title: German
  • Weight: 113 gr


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