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Specyfika polityki marketingowej w bankowości prywatnej

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Płókarz R.
Annales Universitatis Mariae Curie-Skłodowska, sectio H – Oeconomia
|
2013
|
vol. 47
|
issue 3
EN
Marketing policy applied for private banking activity has some substantial particularities. ATL-type strategies seem inefficient, while some BTL-type strategies are to be implemented. Especially dedicated, glamorous events, expense account, and some specific advertising and promotion techniques devoted to High Net Worth Individuals (HNWIs) seem to be efficient and relatively not so costly mean of marketing policy.Polish private banking, while still in development, needs some shift in marketing policy. Some instruments remain underestimated while others are overestimated. Divergences make the customer relationship management business model more vulnerable during these trustworthiness crisis times.
PL
Artykuł nie zawiera abstraktu w języku polskim
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