Το μάρκετινγκ και η επίδρασή του στον τραπεζικό τομέα
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Keywords
Μάρκετινγκ ; Τραπεζικό μάρκετινγκ ; Μάρκετινγκ υπηρεσιών ; Business plan ; SWOT analysis ; 4Ps ; 4Cs ; Στρατηγικές επικοινωνίας ; Τεχνικές επικοινωνίας ; Εσωτερικό μάρκετινγκ ; Interior marketingAbstract
This dissertation is carried out for the elaboration of the postgraduate program “Economic and Business Strategy” of the University of Piraeus. The purpose of the research is the analysis of marketing -marketing services as well as of course the connection with the banking industry.
The first chapter refers to the initial definitions and concepts of marketing, the connection of marketing with management as the marketing mix will be analyzed.
In the second chapter will be analyze the banking sector, how marketing affects the banking sector and in addition there will be a thorough positioning in the banking completion.
The third chapter will introduce the concepts of service marketing. In this chapter, in addition to the initial definition, there will be an extensive reference to the service marketing mix as well as the 4Ps, 4Cs indicators.
The fourth chapter will provide a detailed presentation of Swot Analysis, the fifth chapter will provide a diagrammatic presentation and a full explanation of business plan.
Finally in the sixth chapter the conclusion of this dissertation will be given an analyzed in detail.