Change search
ReferencesLink to record
Permanent link

Direct link
Marketing mix in banking in the time of a global financial crisis.
2011 (English)Independent thesis Advanced level (degree of Master (One Year)), 15 credits / 22,5 HE creditsStudent thesis
Abstract [en]

Title:Marketing mix in banking in the time of global financial crisis.

Purpose:The purpose of this study is to gain better understanding of banks‟ marketing mix in the time of a global financial crisis.

Theoretical framework:The theoretical framework presents a review of selected theories of marketing mix and crisis management, the focus on marketing mix in banking and marketing mix in the time of a crisis.

Method:This is a qualitative research, with a deductive approach. The research has a form of multiple case study.

Empirical Framework:The empirical data have been obtained through interviews and secondary data research.

Analysis:The empirical data have been compared with the theoretical framework. The changes of marketing mix trough those phases are analyzed – separately for Sweden and Estonia, by doing two within-case analysis. This is followed by a cross-case analysis.

Findings:The global financial crisis resulted in a two-stages crisis for Swedbank. Marketing mix has been used actively by the company while overcoming the impact of the crisis. Depending on the type of the crisis, different marketing mix elements can contribute to the battle against the crisis. The marketing mix changes over different stages of the crisis, because of both internal and external factors.

Place, publisher, year, edition, pages
2011. , 72 p.
Keyword [en]
international marketing, marketing, marketing mix, crisis, crisis management, banking, swedbank
Identifiers
URN: urn:nbn:se:hh:diva-15737OAI: oai:DiVA.org:hh-15737DiVA: diva2:428816
Subject / course
International Marketing
Uppsok
Social and Behavioural Science, Law
Supervisors
Examiners
Available from: 2011-07-07 Created: 2011-07-01 Last updated: 2011-07-07Bibliographically approved

Open Access in DiVA

Marketing mix in banking in the time of a global financial crisis(883 kB)1348 downloads
File information
File name FULLTEXT01.pdfFile size 883 kBChecksum SHA-512
54da4e3d12e512ac2e8b8eff3a2cc32f6c1c7f882e9f207977e8db366d01eb2fa851eaa63479aa52c32a7ae0c5f9e1d188be78cd63a2471eea51adda4d02757f
Type fulltextMimetype application/pdf

Search outside of DiVA

GoogleGoogle Scholar
Total: 1348 downloads
The number of downloads is the sum of all downloads of full texts. It may include eg previous versions that are now no longer available

Total: 1112 hits
ReferencesLink to record
Permanent link

Direct link