Strategiczne problemy marketingu bankowego

• Autorzy: Bogdan Rogoda

Warianty tytułu

Strategic Issues in Bank's Marketing

• Języki publikacji: PL

Abstrakty

Przedmiotem artykułu jest formułowanie procedury strategii marketingowej banku komercyjnego: analiza strategiczna, określenie profilu rynkowego banku, wybór modelu innowacyjności, określenie geograficznego zasięgu działania.

EN

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)

Słowa kluczowe

PL

Banki komercyjne; Marketing; Marketing bankowy; Strategia marketingowa; Innowacyjność

EN

Commercial banks; Marketing; Bank marketing; Marketing strategy; Innovative character

• Czasopismo: Zeszyty Naukowe / Akademia Ekonomiczna w Krakowie
• Rocznik: 1994
• Numer: nr 444
• Strony: 69--78

Twórcy

autor

Bogdan Rogoda

Bibliografia

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