Bank marketing

Author: Fan Yunfeng
Publisher:
Publish Date: 2006-04-01
Features: The market never stops changing, and banks never cease transforming. The Chinese banking industry faces a transforming market, which differs from the mature Western market. China is vast in territory, populous, and has an unregulated market with significant institutional and systemic differences. Banks are under constant pressure from these ongoing changes. In a modern market economy, any product or service, and any successful bank, has its own marketing model, which is an indispensable part of bank value and bank culture. During the writing of this book, the author has, on one hand, reviewed a large number of marketing and banking publications; on the other hand, sought opinions from bank professionals, social experts, and college students majoring in relevant fields. Additionally, the author has summarized his many years of research and practical achievements in marketing and banking. The book is conceived and designed around the theme of bank marketing, utilizing a wealth of professional theories, inspirational stories, practical cases, and operational charts. It examines banks from a marketing perspective, marketing from a bank perspective, and bank marketing from a market perspective, covering numerous elements of bank marketing such as strategy, tactics, roles, organization, products, customers, channels, and competition. The book focuses on the directional and practical issues that banking marketing urgently needs to research and solve, embedding the concepts and operations of forward-looking marketing and banking transformation in recent years and the future. It aims to make it a "leading expert in practical bank marketing."
The market never stops changing, and banks never cease transforming. The Chinese banking industry faces a transforming market, which differs from the mature Western market. China is vast in territory, populous, and has an unregulated market with significant institutional and systemic differences. Banks are under constant pressure from these ongoing changes. In a modern market economy, any product or service, and any successful bank, has its own marketing model, which is an indispensable part of bank value and bank culture. During the writing of this book, the author has, on one hand, reviewed a large number of marketing and banking publications; on the other hand, sought opinions from bank professionals, social experts, and college students majoring in relevant fields. Additionally, the author has summarized his many years of research and practical achievements in marketing and banking.