MARKETING NGN HNG

Tc gi: Trnh Quc Trung Cng vi qu trnh hi nhp quc t ca Vit Nam, hot ng kinh doanh ca cc ngn hng Vit Nam ngy cng phi i ph nhiu hn vi p lc cnh tranh t cc ngn hng cng nh cc nh ch ti chnh khc t Hoa K, lin minh chu u, Nht Bn v hng lot cc quc gia hng u khc trn th gii. Nhng ngn hng ng u th gii trong lnh vc ti chnh - ngn hng hu nh u c mt ti Vit Nam t hn mt thp nin qua nh Citigroup, HSBC, UBS, Mitsubishi Tokyo Financial Group, BNP Paribas, Crdit Agricole Groupe, Deutschebank v.v... Mi e da i vi cc ngn hng Vit Nam vn cn gia tng khng ch bi v s thua km i vi cc nh ch hng u th gii v cng ngh, vn, qun tr, sn phm v.v... m cn v cch thc tha mn nhu cu ca khch hng. Marketing ngn hng c xem l mt hng chuyn su ca vic ng dng cc nguyn tc, quy lut ca marketing cng nghip vo hot ng ca mt lnh vc dch v c tnh c th hng n vic tm hiu nhu cu ca khch hng v dch v ti chnh, cch thc khch hng la chn, quyt nh v s dng cc sn phm do cc ngn hng cung cp. cung cp nhng thng tin tham kho cho cc sinh vin, hc vin ang theo hc ti trng i hc Ngn hng TP. H Ch Minh cng nh cc ngn hng, cc nhn vin ngn hng, tp th ging vin tham gia ging dy Mn Marketing Ngn hng t chc bin son gio trnh "Marketing Ngn Hng". MC LC: Li ni u Mc lc tm tt Chng 1: Marketing trong kinh doanh ngn hng Chng 2: Khch hng ca ngn hng Chng 3: Chin lc Marketing ca ngn hng Chng 4: Nghin cu th trng Chng 5: Phn on th trng Chng 6: Qun l v pht trin dch v ngn hng Chng 7: nh gi sn phm, dch v ngn hng

Chng 8: Phn phi sn phm, dch v ngn hng Chng 9: Xc tin - Truyn thng trong hot ng ngn hng Chng 10: Marketing quan h Chng 11: Marketing i ni Chng 12: Qun tr Marketing ngn hng Ti liu tham kho Mc lc chi tit. Trn trng gii thiu!