Banking marketing. Tutorial
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The main goal of the manual is to adapt the provisions of the general theory of marketing to the specifics of the banking sector. In addition, attention is focused on the provisions that reflect modern trends in the development of banking marketing, in particular, the implementation of a customer -oriented approach. In this area, problems such as the organization of individual services, the formation and management of loyalty, and other topical issues of strategic development of a commercial bank are considered.
The proposed textbook contains a training material on the course "Banking Marketing". The work was written in accordance with the Federal State Educational Standard in the field of preparation "Finance and Credit" and the curricula of educational programs "Banks and Banking Activities" and "Financial Management".
The work is intended for students, undergraduates, graduate students and teachers of financial specialties, as well as banking specialists
The proposed textbook contains a training material on the course "Banking Marketing". The work was written in accordance with the Federal State Educational Standard in the field of preparation "Finance and Credit" and the curricula of educational programs "Banks and Banking Activities" and "Financial Management".
The work is intended for students, undergraduates, graduate students and teachers of financial specialties, as well as banking specialists
Author:
Author:Курникова Ирина Валерьевна
Cover:
Cover:Soft
Category:
- Category:Business & Money
ISBN:
ISBN:978-5-369-01928-3
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