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Vertrieb Von Finanzdienstleistungen: Einsatz Von Maklern, Handelsvertretern Und Franchise-Systemen by Susanne Hannemann

Vertrieb Von Finanzdienstleistungen: Einsatz Von Maklern, Handelsvertretern Und Franchise-Systemen

by Susanne Hannemann
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Book cover type: Paperback
  • ISBN13: 9783409144094
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Gabler Verlag
  • Publisher Imprint: Gabler Verlag
  • Publication Date:
  • Pages: 282
  • Original Price: EUR 51.39
  • Language: German
  • Edition: 1993
  • Item Weight: 486 grams
  • BISAC Subject(s): Economics / General

Die Vertriebssysteme auf den Finanzmärkten sind in der vergangenen Dekade stark in Bewegung geraten. Erstens haben sich auf Grund technologischer Fortentwicklung insbe- sondere verschiedene Vertriebsformen der Selbstbedienung bereits etabliert (Geldausgabeautomaten, Multifunktionsterminals); andere werden stärker an Bedeutung gewinnen (electronic cash, Btx). Zweitens haben die unterschiedlich intensiven Koopera- tionsformen der sogenannten Allfinanzanbieter darur gesorgt, da sich Banken mit ihren stationären Vertriebssystemen die mobilen von Bausparkassen und insbesondere Versiche- rungen rur den Absatz ihrer Leistungen verfiigbar machen und vice versa. -Die Arbeit der Verfasserin ist in diesem zweiten Bereich anzusiedeln. Lange hat man die Auffassung vertreten, da sich der Vertrieb von Finanzdienstleistungen wegen ihrer fehlenden Substanz nur direkt darstellen lie e. Inzwischen ist man jedoch zu der Erkenntnis gekommen, da infolge der Trennungsmöglichkeit von Produktions- und Ver- kaufsvorgang auch middlemen eingeschaltet werden können, aus Effizienzgründen sogar eingeschaltet werden sollten. Ob Finanzdienstleistungen in effizienter Weise über Absatz- mittler verkauft werden können oder nicht, hängt aus Produzentensicht auch ab von den an sie gezahlten Vergütungen, der Erklärungsbedürftigkeit und Kontakthäufigkeit der Finanz- dienstleistungen. Die Verfasserin macht in diesem Zusammenhang die unterschiedlichen Interessenlagen klar, filtert aber auch einen "mittleren" Bereich im Sortiment der Finanz- dienstleistungen heraus, der bei Einschaltung von Absatzmittlem ein interessantes Absatz- potential erwarten lä t.

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