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Strategische Marketingplanung in filialisierten Universalbanken (Volume 12.0)
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eBook - PDF
Strategische Marketingplanung in filialisierten Universalbanken (Volume 12.0)
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Zunehmende DiskontinuitĂ€ten und fortschreitende MarktsĂ€ttigung sowie das Auftreten neuer Wettbewerber stellen den Bankbereich vor die Notwendigkeit, sein GeschĂ€ft strategisch auszurichten. Die vorliegende Arbeit hat sich zum Ziel gesetzt, ein Konzept zur strategischen Marketingplanung in filialisierten Universalbanken zu entwickeln. Hierzu werden auf der Grundlage erfolgsbeeinflussender SchlĂŒsselfaktoren integrierte Filial- und Kundengruppenstrategien vorgestellt. Parallel zur theoretischen Diskussion erfolgt auf der Basis einer empirischen Studie eine Exemplifizierung des Konzepts fĂŒr eine filialisierte GeschĂ€ftsbank.
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