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Survey on the Effectiveness of Promotional and Communication Strategies Adopted by Financial Services

Sadeh, Farhad | 2011

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  1. Type of Document: M.Sc. Thesis
  2. Language: English
  3. Document No: 42419 (54)
  4. University: Sharif University of Technology, International Campus, Kish Island
  5. Department: Management and Economics
  6. Advisor(s): Birjandi, Heshmat
  7. Abstract:
  8. High volume domestic and international trade and business and their risks, force companies and business people to use financial services such as banks and insurance companies much more than ever, but heavy competition in this industry impel financial service managers to work hard on their marketing strategies and plans. Promotion and communication tools are one of the most important parts of each marketing campaign, but they are usually very costly and marketing managers have to find and use more effective techniques to manage their budget limitation. The purpose of this thesis is to find out the most important promotional and communication strategies in financial services industry and to investigate the effectiveness of them. This study starts with an exploratory research on financial services marketing to discover promotional strategies adopted by them. The study is gradually shifting from exploratory research to quantitative research. Therefore, the research is applied, and survey method will be used for data gathering. In addition to descriptive statistics, Friedman Test will be used for finding the order of importance of strategies. After prioritizing promotion and communication tools and strategies the researchers tried to investigate more detailed results with considering demographic or business type categories and introduce the most effective promotion and communication strategies for informing, persuading, and reminding financial service customers
  9. Keywords:
  10. Insurance ; Promotion Strategies ; Banking ; Financial Services ; Marketing Communication

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