ВЕСТНИК Санкт-Петербургского университета. Серия менеджмент.
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Published since 2002
Frequency: 4 issues per year
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Issue 3, 2004

Yanina I. V. Marketing Research of Individuals Preferences about Bank Services (on the case of Saint-Petersburg)

This article presents the method of commercial bank ranking in order to analyze of banking product strategies for individuals. The method worked out by the author was tested during research of preferencees of the Bank MENATEP Saint-Petersburg clients. Using of cluster analysis technique allowed to reveal homogeneous consumer groups of bank services to realize marketing-mix.

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Released: Issue 1, 2018
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