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Title Details:
Bank marketing
Authors: Georgopoulos, Antonios
Aggelopoulos, Eleftherios
The third chapter introduces the reader to the concepts, principles and methodologies of banking marketing. First, the marketing mix is analyzed, which specializes in service mix policy, distribution policy, pricing policy, and communication policy. In this context, reference is made to the traditional and modern tools for the promotion of banking services. A brief reference is made to e-banking, which is presented in detail in Chapter Seven, due to its strategic importance. Next, the types of bank customers, and in particular private households, businesses, and the state, are presented. Subsequently, the categories of retail and wholesale banking are analyzed, as well as the relations between retail banking and private banking. Finally, the philosophy of relationship marketing is developed, and its central aspects are presented.
Linguistic Editors: Kalogera, Maria
Graphic Editors: Kalogera, Maria
Type: Chapter
Creation Date: 2022
Item Details:
License: Attribution - NonCommercial - ShareAlike 4.0 International (CC BY-NC-SA 4.0)
Bibliographic Citation: Georgopoulos, A., & Aggelopoulos, E. (2022). Bank marketing [Chapter]. In Georgopoulos, A., & Aggelopoulos, E. 2021. Bank analysis and financing [Undergraduate textbook]. Kallipos, Open Academic Editions. chapter 3.
Language: Greek
Is Part of: Bank analysis and financing
Publication Origin: Kallipos, Open Academic Editions