A carregar...
Publicação
Positioning, people and service excellence for Santander how to make Santander the bank of choice for young adults in Portugal
| Nome: | Descrição: | Tamanho: | Formato: | |
|---|---|---|---|---|
| 4.93 MB | Adobe PDF |
Autores
Orientador(es)
Resumo(s)
This paper is a supplement to the project “How to Make Santander the Bank of Choice for Young Adults in Portugal”, and explores the concepts of positioning, service excellence and the service marketing mix element people, in the context of the solution proposed to Santander. This paper looks at the theoretical components of the solution, going over recent literature and compiling the current knowledge on the relevant topics, using the two brands, Santander Universidades and Santander Jovens Profissionais, as a basis of the analysis.
Descrição
Palavras-chave
Marketing Integrated marketing communications B2c marketing Services marketing