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| Title Details: | |
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Bank marketing |
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| Authors: |
Georgopoulos, Antonios Aggelopoulos, Eleftherios |
| Description: | |
| Abstract: |
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.
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| Linguistic Editors: |
Kalogera, Maria |
| Graphic Editors: |
Kalogera, Maria |
| Type: |
Chapter |
| Creation Date: | 01-03-2022 |
| Item Details: | |
| License: |
Attribution - NonCommercial - ShareAlike 4.0 International (CC BY-NC-SA 4.0) |
| Handle | http://hdl.handle.net/11419/8096 |
| Bibliographic Reference: | Georgopoulos, A., & Aggelopoulos, E. (2022). Bank marketing [Chapter]. In Georgopoulos, A., & Aggelopoulos, E. 2021. Bank analysis and financing [Undergraduate textbook]. Kallipos, Open Academic Editions. https://hdl.handle.net/11419/8096 |
| Language: |
Greek |
| Is Part of: |
Bank analysis and financing |
| Publication Origin: |
Kallipos, Open Academic Editions |