. . "C\u00EDlem p\u0159\u00EDsp\u011Bvku je popsat specifick\u00E9 vlastnosti marketingu finan\u010Dn\u00EDch slu\u017Eeb se zam\u011B\u0159en\u00EDm na distribuci jako na jeden z prvk\u016F marketingov\u00E9ho mixu slu\u017Eeb %227P%22. Autor p\u0159\u00EDsp\u011Bvku se sna\u017E\u00ED vytvo\u0159it novou teoretickou koncepci marketingu finan\u010Dn\u00EDch slu\u017Eeb, kter\u00E1 vych\u00E1z\u00ED z klasick\u00E9ho marketingu slu\u017Eeb. Hlavn\u00EDm z\u00E1m\u011Brem toho p\u0159\u00EDsp\u011Bvku je definovat finan\u010Dn\u00ED produkt (slu\u017Ebu) a stanovit jeho specifika, d\u00E1le bl\u00ED\u017Ee specifikovat distribuci finan\u010Dn\u00EDch slu\u017Eeb, popsat dva z\u00E1kladn\u00ED typy finan\u010Dn\u00EDho trhu (B2B, B2C) a stanovit typick\u00E9 rysy p\u0159\u00EDm\u00FDch a nep\u0159\u00EDm\u00FDch distribu\u010Dn\u00EDch kan\u00E1l\u016F v oblasti finan\u010Dn\u00EDch slu\u017Eeb. P\u0159\u00EDsp\u011Bvek tak\u00E9 poukazuje na aktu\u00E1ln\u00ED trendy v oblasti distribuce finan\u010Dn\u00EDch slu\u017Eeb, kter\u00E9 se t\u00FDkaj\u00ED technologick\u00E9 distribuce, mobiln\u00EDch finan\u010Dn\u00EDch pobo\u010Dek, merchandisingu a POP/POS n\u00E1stroj\u016F."@cs . "Distribu\u010Dn\u00ED politika finan\u010Dn\u00EDch slu\u017Eeb"@cs . . "financial service, marketing mix %227P%22, B2C, B2B, distribution, direct and indirect distributive channels, technological distribution, POP instruments, branch"@en . "2008" . . . . . "1"^^ . "RIV/47813059:19520/08:#0000215" . . "19520" . . "1"^^ . "Acta academica karviniensia" . "The Distributive Policy of the Financial Services"@en . . "CZ - \u010Cesk\u00E1 republika" . . "This paper focuses on the description of the specific features of financial services marketing with emphasis on the distribution which is the element of services marketing mix (%227Ps%22). The author tries to form a new theoretical conception of financial marketing services which is based on the traditional services marketing. The main objective of this paper is to define the financial service and its specific characteristics, to mention the financial distribution system, the customers of the main financial markets (B2C, B2B) and the types of direct and indirect distribution channels. It is also important to point out the technological distribution which is a new and very popular trend related to financial services sale. This paper especially deals with the increasing importance of the financial branches atmosphere and features - the physical evidence (merchandising, POP materials, mobile branches, bank kiosks, etc. are implemented into practise by financial institutions more and more)."@en . "1212-415X" . "The Distributive Policy of the Financial Services"@en . "2" . . . "C\u00EDlem p\u0159\u00EDsp\u011Bvku je popsat specifick\u00E9 vlastnosti marketingu finan\u010Dn\u00EDch slu\u017Eeb se zam\u011B\u0159en\u00EDm na distribuci jako na jeden z prvk\u016F marketingov\u00E9ho mixu slu\u017Eeb %227P%22. Autor p\u0159\u00EDsp\u011Bvku se sna\u017E\u00ED vytvo\u0159it novou teoretickou koncepci marketingu finan\u010Dn\u00EDch slu\u017Eeb, kter\u00E1 vych\u00E1z\u00ED z klasick\u00E9ho marketingu slu\u017Eeb. Hlavn\u00EDm z\u00E1m\u011Brem toho p\u0159\u00EDsp\u011Bvku je definovat finan\u010Dn\u00ED produkt (slu\u017Ebu) a stanovit jeho specifika, d\u00E1le bl\u00ED\u017Ee specifikovat distribuci finan\u010Dn\u00EDch slu\u017Eeb, popsat dva z\u00E1kladn\u00ED typy finan\u010Dn\u00EDho trhu (B2B, B2C) a stanovit typick\u00E9 rysy p\u0159\u00EDm\u00FDch a nep\u0159\u00EDm\u00FDch distribu\u010Dn\u00EDch kan\u00E1l\u016F v oblasti finan\u010Dn\u00EDch slu\u017Eeb. P\u0159\u00EDsp\u011Bvek tak\u00E9 poukazuje na aktu\u00E1ln\u00ED trendy v oblasti distribuce finan\u010Dn\u00EDch slu\u017Eeb, kter\u00E9 se t\u00FDkaj\u00ED technologick\u00E9 distribuce, mobiln\u00EDch finan\u010Dn\u00EDch pobo\u010Dek, merchandisingu a POP/POS n\u00E1stroj\u016F." . "Matu\u0161\u00EDnsk\u00E1, Kate\u0159ina" . . "Distribu\u010Dn\u00ED politika finan\u010Dn\u00EDch slu\u017Eeb" . "Distribu\u010Dn\u00ED politika finan\u010Dn\u00EDch slu\u017Eeb"@cs . "[20A480D63B67]" . . "RIV/47813059:19520/08:#0000215!RIV09-MSM-19520___" . "13"^^ . "Distribu\u010Dn\u00ED politika finan\u010Dn\u00EDch slu\u017Eeb" . . . "363875" . . . . "V" .