Les caractéristiques du marketing de la bancaire en Pologne dans le contexte de la crise économique. Les stratégies du marketing des banques d'entreprises, les modèles d'opération, marketing de services financiers

• Autorzy: Artur Brudnicki

Warianty tytułu

The characteristics of marketing strategies in Polish banking sector in the context of the financial crisis. The marketing strategies & business models for corporate banking business. The marketing of the financial services

• Języki publikacji: FR

Abstrakty

EN

The characteristics of marketing strategies in Polish banking sector in the context of the financial crisis. The marketing strategies & business models for corporate banking business. The marketing of the financial services. The article concerns the specifics of communicating the image of the retail and corporate bank to the market. It also shows the general characteristics of marketing activities in the banking market, with particular emphasis on the separateness of corporate banking market - both marketing and product. The specificity of marketing activities in this market stems from three areas - financial services marketing, banking marketing and the crucial - the specif-ics of business in the institutional market. Characteristics takes into account the impact of the current financial crisis as the main factor affecting the strategies of banks on the Polish market. (author's abstract)

Słowa kluczowe

EN

Banking; Service marketing; Branding; Business to Business (B2B)

PL

Bankowość; Marketing usług; Budowanie świadomości marki; Rynek instytucjonalny

• Czasopismo: Społeczeństwo i Edukacja. Międzynarodowe Studia Humanistyczne
• Rocznik: 2013
• Numer: nr 1
• Strony: 67--81

Twórcy

autor

Artur Brudnicki

• ISM Slovakia v Prešove

Bibliografia

• Frei, F. X. 2008. «Les quatre piliers de la réussite d'une entreprise service», Harvard Business Review Polska, Octobre