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بررسی اثربخشی استراتژی های ارتباطی و ترویجی به کار گرفته شده در سرویسهای مالی
ساده، فرهاد Sadeh, Farhad
Cataloging brief
بررسی اثربخشی استراتژی های ارتباطی و ترویجی به کار گرفته شده در سرویسهای مالی
پدیدآور اصلی :
ساده، فرهاد Sadeh, Farhad
ناشر :
صنعتی شریف
سال انتشار :
1390
موضوع ها :
بیمه Insurance راهکارهای ارتقا Promotion Strategies بانکداری Banking خدمات مالی...
شماره راهنما :
54-42419
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Chapter 1 Introduction
(11)
1 Chapter 1
(12)
1.1 Introduction
(12)
1.2 Research Gaps
(13)
1.3 Research objective and questions
(14)
/
(16)
Chapter 2 Literature Review
(17)
2 Literature Review
(18)
2.1 Introduction
(18)
2.2 Marketing
(18)
2.3 Integrated marketing
(20)
2.4 Marketing mix
(20)
2.4.1 Product
(23)
2.4.2 Price
(24)
2.4.3 Place
(26)
2.4.4 Promotion
(28)
2.5 Promotion Objectives
(31)
2.5.1 Informing
(31)
2.5.2 Persuading
(32)
2.5.3 Reminding
(32)
2.6 Promotion Methods
(33)
2.6.1 Personal selling
(33)
2.6.2 Mass selling
(34)
2.6.2.1 Advertising
(35)
2.6.2.2 Publicity
(37)
2.6.3 Sales promotion
(38)
2.7 Promotional strategies
(42)
2.8 Marketing Communication
(42)
2.9 Promotion and marketing communication tools’ effectiveness
(46)
2.10 Financial services
(49)
2.11 Promotion in financial services
(51)
2.11.1 Service Marketing
(51)
2.11.2 Financial Service Marketing
(52)
Chapter 3 Research Method
(57)
3 Research Method
(58)
3.1 Methodology and research design
(58)
3.2 Research Objective
(58)
3.3 Research Strategy
(59)
3.4 Variables and Constructs
(60)
3.5 Sampling
(61)
3.5.1 Sample size
(62)
3.5.2 Sample member characteristics
(64)
3.6 Data collection
(69)
3.6.1 Qualitative data collection
(70)
3.6.2 Quantitative data collection
(71)
3.7 Scientific Approach
(72)
3.7.1 Exploratory Approach
(72)
3.7.2 Descriptive Approach
(73)
3.7.3 Explanatory Approach
(73)
3.8 Measurement
(73)
3.8.1 Evaluating Measurement Scale
(74)
3.8.2 Reliability
(74)
3.8.3 Validity
(76)
3.8.3.1 Content validity
(76)
3.8.3.2 Construct validity
(76)
Chapter 4 Data Analysis
(78)
4 Data Analyses
(79)
4.1 Conceptual Model
(79)
4.2 Model statistical analysis
(81)
Chapter 5 Conclusion
(96)
5 Conclusion
(97)
5.1 Preface
(97)
5.2 Results of the study
(97)
5.3 Research implication
(100)
5.4 Limitation
(102)
5.5 Future research
(102)
6 References
(103)
Appendix A
(108)
