Warianty tytułu
Strategic Issues in Bank's Marketing
Języki publikacji
Abstrakty
Przedmiotem artykułu jest formułowanie procedury strategii marketingowej banku komercyjnego: analiza strategiczna, określenie profilu rynkowego banku, wybór modelu innowacyjności, określenie geograficznego zasięgu działania.
Formulation of a marketing strategy is caused by the necessity of coping with competition and the need to secure and improve a bank's position in the market. It is possible, owing to a consistent implementation of an elaborated marketing strategy, to avoid risks resulting from changes taking place in the bank's environment, to ensure an optimal use of bank's resources and to integrate the use of marketing instruments. Almost all external functions of the bank are realized within the framework of its marketing strategy. Its elaboration should be preceded by a strategic analysis exposing opportunities and risks resulting from changes in the bank's environment as well as an analysis of bank's weak and strong points. The correlation of these factors will make it possible to determine the goals and tasks of the bank. A further step that should be taken is a definition of the bank's profile - its target market. Next, the bank's policy towards innovations must be specified, namely the pace and radicality of changes with respect to the services rendered. Deciding upon geographical scope of the bank concludes the process of the formulation of its strategy. Decisions made in the stage of formulating a marketing strategy find their reflection in the selection of offered products as well as their prices, distribution systems and promotion. (original abstract)
Rocznik
Numer
Strony
69--78
Opis fizyczny
Twórcy
autor
Bibliografia
- Dietl J. Marketing, PWE, Warszawa 1985.
- Garbarski L., Rutkowski I., Wrzosek W., Marketing, PWE, Warszawa 1992.
- Grzegorczyk W., Marketing bankowy, Zarządzanie i Bankowość, Sp. o.o.,
- Jaworski W.L., Krzyżkiewicz Z., Kosiński B., Banki. Rynek, operacje, polityka. Poltex, Warszawa 1992.
- Kaźmierczak A., Pieniądz i bank w kapitalizmie, PWN, Warszawa 1992.
- Kosiński B., Ekonomika banku komercyjnego, Poltext, Warszawa 1992.
- Podstawy marketingu, praca zbiorowa pod red. J. Altkorna, Instytut Marketingu, Kraków 1992.
- Steinmann H., Schreyogg G., Zarządzanie, Politechnika Wrocławska, Wrocław 1992.
- Sznajder A., Strategie marketingowe na rynku międzynarodowym, PWN, Warszawa 1992.
Typ dokumentu
Bibliografia
Identyfikatory
Identyfikator YADDA
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