An Approach to an Accountable Client-Communication Mix in the Banking Industry PDF Download
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Author: Markus Sasse
Publisher: diplom.de
ISBN: 3836616556
Category : Business & Economics
Languages : en
Pages : 105
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Book Description
Inhaltsangabe:Introduction: The recent decades have been characterised by the development from the industrial age towards a service economy. Knowledge and information have become the most essential production factors. When services and intangible assets are offered, information and soft factors are even more important elements of business communication. Any kind of worldwide communication between (anonymous) business partners has been enabled by the progress of information and telecommunication technology. The banking sector is one important part of a service economy. With regard to the globalisation the banking industry still faces radical changes. This paper is especially addressed to the business operations of WestLB AG (WestLB), a major German bank that primarily operates both national and international business-to-business (B2B) banking. WestLB operates in a partnership with the savings banks, which run the business-to-customer (B2C) banking of the mass market for private customers (esp. retail banking). In addition, WestLB s subsidiaries Readybank and Weberbank attend to private clients, whereas Readybank runs bulk-lending business and Weberbank offers private wealth management to German customers. In particular, this reading explores a number of relevant questions within the scope of well-managed marketing and its controlling. Latest organisational restructuring within the bank s marketing organisation have encouraged a rethink of how to better manage marketing communications to the clients and where to spend its marketing investments. One important change means that one worldwide marketing budget has been applied to the entire bank. This is the second largest departmental cost budget after information technology to be controlled at WestLB. All these present circumstances are described in detail in a separate chapter including organisational questions, marketing teams, customer and product groups. Motivation: Due to the homogeneity of the offered finance products, it is especially difficult for banks to position and distinguish themselves from the competition. Consequently, marketing success of financial services products requires communication activities such as imaging, loyalty factor, persuasion, and so on. Traditionally, the marketing department is responsible for shaping such a competitive communication on products and image towards the company s markets within an affluent society, where the customer can choose from different [...]
Author: Markus Sasse
Publisher: diplom.de
ISBN: 3836616556
Category : Business & Economics
Languages : en
Pages : 105
Get Book Here
Book Description
Inhaltsangabe:Introduction: The recent decades have been characterised by the development from the industrial age towards a service economy. Knowledge and information have become the most essential production factors. When services and intangible assets are offered, information and soft factors are even more important elements of business communication. Any kind of worldwide communication between (anonymous) business partners has been enabled by the progress of information and telecommunication technology. The banking sector is one important part of a service economy. With regard to the globalisation the banking industry still faces radical changes. This paper is especially addressed to the business operations of WestLB AG (WestLB), a major German bank that primarily operates both national and international business-to-business (B2B) banking. WestLB operates in a partnership with the savings banks, which run the business-to-customer (B2C) banking of the mass market for private customers (esp. retail banking). In addition, WestLB s subsidiaries Readybank and Weberbank attend to private clients, whereas Readybank runs bulk-lending business and Weberbank offers private wealth management to German customers. In particular, this reading explores a number of relevant questions within the scope of well-managed marketing and its controlling. Latest organisational restructuring within the bank s marketing organisation have encouraged a rethink of how to better manage marketing communications to the clients and where to spend its marketing investments. One important change means that one worldwide marketing budget has been applied to the entire bank. This is the second largest departmental cost budget after information technology to be controlled at WestLB. All these present circumstances are described in detail in a separate chapter including organisational questions, marketing teams, customer and product groups. Motivation: Due to the homogeneity of the offered finance products, it is especially difficult for banks to position and distinguish themselves from the competition. Consequently, marketing success of financial services products requires communication activities such as imaging, loyalty factor, persuasion, and so on. Traditionally, the marketing department is responsible for shaping such a competitive communication on products and image towards the company s markets within an affluent society, where the customer can choose from different [...]
Author: David W Stewart
Publisher: Routledge
ISBN: 1317274822
Category : Business & Economics
Languages : en
Pages : 382
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Book Description
Accountable Marketing is designed to be the definitive volume on the emerging role of accountability and performance metrics in marketing. Sponsored and developed by the Marketing Accountability Standards Board (MASB), it provides a multi-disciplinary, international perspective on this topic of critical importance. Stewart and Gugel have curated the work of several leading marketing, finance and accounting professionals and academics on the topics of marketing accountability and financial reporting to create a volume that represents the best of MASB’s work over the last few years. The book not only emphasizes the importance of accountability in the marketing function, but also creates a dialogue among academics and practitioners about the importance of marketing in driving consistent growth in the organization, and the ways in which improved methods for measuring and forecasting contribute to the effectiveness of these marketing activities. This book marks the first-ever reference point for practicing professionals, faculty and students interested in marketing accountability, the development of standards for marketing reporting, and developing stronger linkages between marketing activities and outcomes, and the financial performance of the firm.
Author: G.E. Lasker
Publisher: Elsevier
ISBN: 1483190048
Category : Science
Languages : en
Pages : 607
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Book Description
Applied Systems and Cybernetics covers the proceedings of the International Congress on Applied Systems Research and Cybernetics. The book presents several studies that cover the application of systems research and cybernetics in improving the quality of life. Majority of the materials in the text tackle various aspects of quality of life in relation to systems and cybernetics, such as living space, future prospects, work, education, politics, law, ethics and values, culture and ethnicity, and social systems. The selection also presents articles that cover the elemental properties of quality of life, such as the concept, views, indicators, and dimension. The book will be of great interest to any scientists regardless of disciplines, since it covers the main purpose of science, the improvement of quality of life.
Author: Dawn R. Deeter-Schmelz
Publisher: Springer
ISBN: 3319117971
Category : Business & Economics
Languages : en
Pages : 399
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Book Description
Founded in 1971, the Academy of Marketing Science is an international organization dedicated to promoting timely explorations of phenomena related to the science of marketing in theory, research, and practice. Among its services to members and the community at large, the Academy offers conferences, congresses and symposia that attract delegates from around the world. Presentations from these events are published in this Proceedings series, which offers a comprehensive archive of volumes reflecting the evolution of the field. Volumes deliver cutting-edge research and insights, complimenting the Academy’s flagship journals, the Journal of the Academy of Marketing Science (JAMS) and AMS Review. Volumes are edited by leading scholars and practitioners across a wide range of subject areas in marketing science. This volume includes the full proceedings from the 2010 Academy of Marketing Science (AMS) Annual Conference held in Portland, Oregon.
Author: Marié Hattingh
Publisher: Springer Nature
ISBN: 3030449998
Category : Computers
Languages : en
Pages : 611
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Book Description
This two-volume set constitutes the proceedings of the 19th IFIP WG 6.11 Conference on e-Business, e-Services, and e-Society, I3E 2020, held in Skukuza, South Africa, in April 2020.* The total of 80 full and 7 short papers presented in these volumes were carefully reviewed and selected from 191 submissions. The papers are organized in the following topical sections: Part I: block chain; fourth industrial revolution; eBusiness; business processes; big data and machine learning; and ICT and education Part II: eGovernment; eHealth; security; social media; knowledge and knowledge management; ICT and gender equality and development; information systems for governance; and user experience and usability *Due to the global COVID-19 pandemic and the consequential worldwide imposed travel restrictions and lockdown, the I3E 2020 conference event scheduled to take place in Skukuza, South Africa, was unfortunately cancelled.
Author: Don E. Schultz
Publisher: Routledge
ISBN: 1317475615
Category : Business & Economics
Languages : en
Pages : 368
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Book Description
Almost every advertising, promotion, or marketing communications textbook is based on an inside-out approach, focusing on what the marketer wants to communicate to customers and prospects. This text takes a different view - that the marketer and the customer build the ongoing brand value together. Rather than the marketer trying to 'sell', the role of the marketer is to help customer buy. To do that, a customer view is vital and customer insight is essential. Customer insights allow the marketer to understand which audiences are important for a product, what delivery forms are appropriate, and what type of content is beneficial. "Building Customer-Brand Relationships" is themed around the four key elements marketing communicators use in developing programs - audiences, brands, delivery, and content - but provides an innovative approach to marketing communications in the 'push-pull' marketplace that combines traditional outbound communications (advertising, sales promotion, direct marketing, and PR) with the inbound or 'pull' media of Internet, mobile communications, social networks, and more. Its 'customer-centric' media planning approach covers media decision before dealing with creative development, and emphasizes measurement and accountability. The text's concepts have been used successfully around the world, and can be adapted and adjusted to any type of product or service.
Author: David W Stewart
Publisher: Routledge
ISBN: 1317274830
Category : Business & Economics
Languages : en
Pages : 299
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Book Description
Accountable Marketing is designed to be the definitive volume on the emerging role of accountability and performance metrics in marketing. Sponsored and developed by the Marketing Accountability Standards Board (MASB), it provides a multi-disciplinary, international perspective on this topic of critical importance. Stewart and Gugel have curated the work of several leading marketing, finance and accounting professionals and academics on the topics of marketing accountability and financial reporting to create a volume that represents the best of MASB’s work over the last few years. The book not only emphasizes the importance of accountability in the marketing function, but also creates a dialogue among academics and practitioners about the importance of marketing in driving consistent growth in the organization, and the ways in which improved methods for measuring and forecasting contribute to the effectiveness of these marketing activities. This book marks the first-ever reference point for practicing professionals, faculty and students interested in marketing accountability, the development of standards for marketing reporting, and developing stronger linkages between marketing activities and outcomes, and the financial performance of the firm.
Author: Joanna Ledgerwood
Publisher: World Bank Publications
ISBN: 0821389289
Category : Business & Economics
Languages : en
Pages : 533
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Book Description
The New Microfinance Handbook provides a detailed overview of client financial service needs, the various providers and financial products and services that meet those needs, and the supporting functions that allow the financial market system to provide better, more appropriate financial services to the poor sustainably.
Author: Board of Governors of the Federal Reserve System
Publisher:
ISBN: 9780894991967
Category : Banks and Banking
Languages : en
Pages : 0
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Book Description
Provides an in-depth overview of the Federal Reserve System, including information about monetary policy and the economy, the Federal Reserve in the international sphere, supervision and regulation, consumer and community affairs and services offered by Reserve Banks. Contains several appendixes, including a brief explanation of Federal Reserve regulations, a glossary of terms, and a list of additional publications.
Author: Ross Cranston
Publisher: Oxford University Press
ISBN: 0199276080
Category : Business & Economics
Languages : en
Pages : 633
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Book Description
This third edition of the Principles of Banking Law provides an authoritative treatment of both domestic and international banking law. This edition contains expanded coverage of developments in other comparable jurisdictions, internet banking services and money laundering.
