haku: @author Aumueller, J. / yhteensä: 1
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| Tekijä: | Aumueller, J. |
| Otsikko: | Neue Finanz-Service-Konzeptionen am Beispiel der Kreditkarte = New finance-services-conceptions on the example of the credit card |
| Lehti: | Schmalenbachs Zeitschrift für Betriebswirtschaftliche Forschung
1989 : JAN, VOL. 41:1, p.49-60 |
| Asiasana: | FINANCIAL INSTITUTIONS FINANCING MARKETING MARKET SEGMENTATION CREDIT CARDS FEDERAL REPUBLIC OF GERMANY |
| Kieli: | ger |
| Tiivistelmä: | Discussed are the far-reaching changes that have taken place in the financial services sector and the rapidly increasing competition in the West German credit card market, which forces card suppliers to constantly search for new product and service concepts, the main factors of sucessful marketing strategies being targeted market segmentation, innovative products and services tailored to customers' needs as well as increasing quality of service and consequent use of modern technology. There is a wide range of different card-types: T and E-cards (travel and entertainment cards), bank cards, debit cards and trade- and home cards. |
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