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Financial services marketing
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This book is organised into nine chapters. The first chapter presents over-view of financial market, with particular emphasis on financial institutions and services. The second chapter focuses on financial service consumers. Chapter 3 discusses differences between consumer segments in respect of their financial services requirements and outlines ways of segmentation financial services consumers. The fourth chapter focuses on marketing policy of financial services. Chapter 5 is presenting role of pricing in financial institutions. Distribution system in financial sector was presented in Chapter 6. Chapter 7 concentrates on communication of financial institutions with market. Chapter 8 presents personnel of financial institutions as marketing instrument. The last chapter discusses implementation marketing activity in financial institutions.
| Rok wydania | 2005 |
|---|---|
| Liczba stron | 150 |
| Kategoria | Publikacje Obcojęzyczne |
| Wydawca | Wydawnictwo Uniwersytetu Ekonomicznego w Katowicach |
| ISBN-13 | 978-83-7246-888-8 |
| Numer wydania | 1 |
| Język publikacji | angielski |
| Informacja o sprzedawcy | ePWN sp. z o.o. |
POLECAMY
Ciekawe propozycje
Spis treści
| INTRODUCTION | 9 |
| Chapter | 1 |
| MARKETING CONCEPT IN FINANCIAL INSTITUTIONS | 13 |
| 1. Financial market – institutions, characteristics | 13 |
| 2. Financial service characteristics and their implications to marketing | 16 |
| 3. Marketing in financial institutions – notion, evolution, characteristics | 19 |
| Discussion questions | 25 |
| Chapter | 2 |
| CONSUMERS AND THEIR BEHAVIOURS ON FINANCIAL MARKET | 26 |
| 1. Consumer behaviour – notion, scopes | 26 |
| 2. Determinants influencing consumer behaviour on financial market | 28 |
| 3. Decision-making process of consumer on financial market | 30 |
| 4. Consumer relationship with financial institutions | 45 |
| Discussion questions | 47 |
| Chapter | 3 |
| FINANCIAL MARKET SEGMENTATION | 48 |
| 1. Market segmentation – notion, scopes | 48 |
| 2. Bases for segmenting financial services customers | 50 |
| 3. Techniques of financial market segmentation | 54 |
| 4. Evaluation and selection financial market segments | 55 |
| Discussion questions | 59 |
| Chapter | 4 |
| FINANCIAL SERVICES AS MARKETING INSTRUMENT | 60 |
| 1. Financial services – notion, scopes, characteristics | 60 |
| 2. Development of new financial service | 63 |
| 3. Management of existing financial services | 68 |
| 4. Financial service elimination | 73 |
| Discussion questions | 77 |
| Chapter | 5 |
| PRICING IN FINANCIAL INSTITUTIONS | 78 |
| 1. Price of financial services – definition, characteristics | 78 |
| 2. Process of financial service pricing | 81 |
| 3. Price strategies of financial institutions | 85 |
| 4. Price modification of financial services | 87 |
| Discussion questions | 89 |
| Chapter | 6 |
| MARKETING CONCEPT OF FINANCIAL SERVICE DISTRIBUTION | 90 |
| 1. Distribution channels in financial sector | 91 |
| 2. Localisation policy on financial market | 96 |
| 3. Merchandising in financial institutions | 98 |
| Discussion questions | 101 |
| Chapter | 7 |
| PROMOTION AS MARKETING INSTRUMENT IN FINANCIAL SECTOR | 102 |
| 1. Promotion as communication process of financial institutions with environment | 102 |
| 2. Promotion in financial sector – tools and characteristics | 106 |
| 3. Image creation activity of financial institution | 112 |
| Discussion questions | 115 |
| Chapter | 8 |
| MARKETING CONCEPT OF PERSONNEL IN FINANCIAL INSTITUTION | 116 |
| 1. Internal marketing – notion and roles in financial institution | 116 |
| 2. Financial institution’s personnel – classification and characteristics | 118 |
| 3. Procedure of financial institution’s personnel modelling | 121 |
| 4. Conditions of successful marketing concept of personnel in financial institution | 128 |
| Discussion questions | 129 |
| Chapter | 9 |
| MARKETING IMPLEMENTATION AND CONTROL IN FINANCIAL INSTITUTION | 130 |
| 1. Marketing in financial institution structure | 130 |
| 2. Organisation of marketing department in financial institution | 132 |
| 3. Control of marketing activity in financial institution | 139 |
| Discussion questions | 141 |
| REFERENCES | 143 |
| LIST OF FIGURES | 149 |
| LIST OF TABLES | 150 |
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