Κανάλια διανομής χρηματοοικονομικών υπηρεσιών

Abstract

The purpose of the study is to document the ways in which financial services are reaching the consumer, addressing all elements of the marketing mix. Originally, the concept of financial service presented, basic financial services and the specific features which characterize them. Then described the environment of financial services marketing and make reference to elements that distinguish the Greek stock market. Then the marketing planning of financial services analyzed the consumer behavior and describe the stages of the decision making process. Analyzed, strategic planning in financial services marketing and finally listed the four elements of the marketing mix (product, distribution-promotion channels, pricing and promotion).