haku: @author Wills, G. / yhteensä: 39
viite: 26 / 39
| Tekijä: | Wills, G. |
| Otsikko: | Personal professionalism : the key resource for the bottom line. |
| Lehti: | Management Decision
1988 : VOL. 26:6, p. 8-10 |
| Asiasana: | BANK MARKETING EMPLOYEES TRAINING MANAGEMENT DEVELOPMENT |
| Kieli: | eng |
| Tiivistelmä: | The managerial competence of personnel working in banks today has been transformed dramatically. Bankers are increasingly having to see themselves as professional salesman in a competitive market. Professionalism in marketing is characterized. Training which used to create on fiscal, financial and investment expertise must now include marketing skills: matching resources to customers' needs, identifying and selling benefits to customers, analysis of marketing intelligence. The main elements of marketing intelligence are described, and are shown to be the immediate precursors to planning and action. It is emphasized that every employee on every level will need to acquire this new professionalism. |
SCIMA