<p>The purpose of this essay is to analyze marketing in the sector of banking. The following purpose is also to make an attempt to predict how marketing of banks will be structured in the future. Banks have a central role in today’s society which is constantly changing and that is why we are curious in how banks use different marketing channels today and how and if it will change in the future. The essay is based on a qualitative method. We have performed nine interviews with different individuals that were selected because of their knowledge about banking and marketing. The interviews generated in material that we were able to analyze and which is presented in chapter four in our essay. It is difficult for us to come up with conclusions due to our choice to use a qualitative method which makes it difficult to make any generalizations. We have however seen patterns through our process which we are presenting in the two last chapters. Therefore we want to direct readers to these chapters in our essay for further reading.</p>
| Identifer | oai:union.ndltd.org:UPSALLA/oai:DiVA.org:hik-2096 |
| Date | January 2009 |
| Creators | Dahlman, Caroline, Harén, Hanna |
| Publisher | University of Kalmar, Baltic Business School, University of Kalmar, Baltic Business School |
| Source Sets | DiVA Archive at Upsalla University |
| Language | Swedish |
| Detected Language | English |
| Type | Student thesis, text |
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