Komunikacja marketingowa banków Unii Europejskiej z klientami detalicznymi : na przykładzie private banking - Lower Silesian Digital Library

Skip to main menu
Skip to search engine
Skip to content
Skip to footer

Komunikacja marketingowa banków Unii Europejskiej z klientami detalicznymi : na przykładzie private banking

Download

Title: Komunikacja marketingowa banków Unii Europejskiej z klientami detalicznymi : na przykładzie private banking

Title in english:

Marketing Communication of EU Banks With Retail Clients : on the Example of Private Banking

Creator:

Bednarska-Olejniczak, Dorota

Description:

Prace Naukowe Uniwersytetu Ekonomicznego we Wrocławiu = Research Papers of Wrocław University of Economics; 2008; Nr 17, s. 71-80

Abstrakt:

Private banking is a particular area of retail banking. Its distinctiveness results from high profit generation, fast tempo of wealth accumulation in modem society and specific needs of this demanding target market. Due to the above, private banking requires special solutions in regard to marketing communication, since application of standard retail banking activities is pointless. The solutions need to match particular features and requirements of the target market. Target market of private banking is not homogeneous - it consists of multiple sub-segments with different needs. The aim of this paper is to present the reasons for such differentiation, with particular attention to cultural and historical determinants. The paper focuses on presentation and characteristics of individual segments of private banking for High Net Worth customers in selected EU countries, as well as demonstration of matching marketing communication solutions, accounting for cultural differences. Specificity of Polish market is also presented. Preparation and implementation of efficient promotional instruments by domestic banks that target wealthy clientele should be based on carefui segmentation of the market, with distinct instruments matching the needs of mass affluent (target market for personal banking, and those of the Polish HNWI segment. Considering global character of private banking services, Polish banks should draw on the experience of Western banks (e.g. in regard to customer service standards), while paying attention to specificity and economic/cultural distinctness of Polish market. The paper discusses also the role of personal service (personal financial advisors) in promotional activities of private banking.

Publisher:

Wydawnictwo Uniwersytetu Ekonomicznego we Wrocławiu

Place of publication:

Date:

Resource Type:

Resource Identifier:

oai:dbc.wroc.pl:124748

Language:

Relation:

Prace Naukowe Uniwersytetu Ekonomicznego we Wrocławiu = Research Papers of Wrocław University of Economics; 2008; Nr 17 ; Komunikacja marketingowa w Europie wielu kultur językowych

Rights:

Wszystkie prawa zastrzeżone (Copyright)

Access Rights:

Dla wszystkich w zakresie dozwolonego użytku

Location:

Uniwersytet Ekonomiczny we Wrocławiu

Coverage:

Dofinansowano z programu "Społeczna odpowiedzialność nauki" Ministra Edukacji i Nauki (SONB/SP/546390/2022). Tytuł projektu: Upowszechnienie zawartości czasopisma Prace Naukowe Uniwersytetu Ekonomicznego we Wrocławiu

Group publication title:

Prace Naukowe Uniwersytetu Ekonomicznego we Wrocławiu

Exlibris

Object collections:

Last modified:

Oct 12, 2023

In our library since:

Oct 12, 2023

Number of object content hits:

7

All available object's versions:

https://dlibra.kdm.wcss.pl/publication/163084

Show description in RDF format:

Show description in OAI-PMH format:

Prace Naukowe Uniwersytetu Ekonomicznego we Wrocławiu

Edition name	Date
Komunikacja marketingowa banków Unii Europejskiej z klientami detalicznymi : na przykładzie private banking	Oct 12, 2023

Similar

Prace Naukowe Uniwersytetu Ekonomicznego we Wrocławiu

Prace Naukowe Uniwersytetu Ekonomicznego we Wrocławiu

Marketing wewnętrzny w przedsiębiorstwie usługowym.

Bednarska-Olejniczak, Dorota

2014

artykuł

More

Citation style:

Chicago ISO690 APA IEEE Harvard

Contact details

Address

Wrocław University of Science and Technology (Coordinator)
Library of Wrocław University of Science and Technology
Wybrzeże Wyspiańskiego 27
50-370 Wrocław, Poland

Phone

(+48) 71-320-38-30
(+48) 71-320-47-50

E-Mail

Visit us!

https://biblioteka.pwr.edu.pl/

This page uses 'cookies'. More information