Banking is one of the sectors that improves in big terms and in short periods in many countries of the world. Banks were traditionally in the business of banking namely borrowing from one market and lending to another. However, since 1970's new improvements, as new financial services, new financial institutions which are offering services that a bank offers, has became and will continue to be. So that banks are all in a computitive market. In such a computitive market banks must be focused on customer / market. Now banks are offering services not with waiting customers but with realizing their needs and to look for their solutions. They offer many financial services and focused in relation with customers. And to do that they mostly use a new markering discipline named direct marketing. Direct marketing is a new marketing discipline. It has been called many different names over the years including mail order, direct mail and direct response. But direct marketing is none of the above; mail order is simply a channel of distribution, direct mail is one of a number of media used in direct marketing. A simple definition proved by the Direct Marketing Association is, direct marketing is an interactive system of marketing which uses one or more advertising media of effects a measurable response and / or transaction at any location. Direct marketing uses many interactive means as mail, telephone, computer and videotex. In a large computitive market as banking, time and confidence are both important and valuable concepts. In all activities one must be faster and confident. And because of this reason, the means that direct marketing uses fit to banking sector. By using direct marketing banks may have customer information files, and they have them when they need, faster than the other ways. By direct marketing the banks may have facilities about realizing their objectives. In this way current means of direct marketing and new improvements in these has got a vrey important role. The banks will be succesfull in satisfiying the customer needs at whole by direct marketing.
Tez (Yüksek Lisans) - Süleyman Demirel Üniversitesi, Sosyal Bilimler Enstitüsü, İşletme Anabilim Dalı, 1998.
Kaynakça var.
Banking is one of the sectors that improves in big terms and in short periods in many countries of the world. Banks were traditionally in the business of banking namely borrowing from one market and lending to another. However, since 1970's new improvements, as new financial services, new financial institutions which are offering services that a bank offers, has became and will continue to be. So that banks are all in a computitive market. In such a computitive market banks must be focused on customer / market. Now banks are offering services not with waiting customers but with realizing their needs and to look for their solutions. They offer many financial services and focused in relation with customers. And to do that they mostly use a new markering discipline named direct marketing. Direct marketing is a new marketing discipline. It has been called many different names over the years including mail order, direct mail and direct response. But direct marketing is none of the above; mail order is simply a channel of distribution, direct mail is one of a number of media used in direct marketing. A simple definition proved by the Direct Marketing Association is, direct marketing is an interactive system of marketing which uses one or more advertising media of effects a measurable response and / or transaction at any location. Direct marketing uses many interactive means as mail, telephone, computer and videotex. In a large computitive market as banking, time and confidence are both important and valuable concepts. In all activities one must be faster and confident. And because of this reason, the means that direct marketing uses fit to banking sector. By using direct marketing banks may have customer information files, and they have them when they need, faster than the other ways. By direct marketing the banks may have facilities about realizing their objectives. In this way current means of direct marketing and new improvements in these has got a vrey important role. The banks will be succesfull in satisfiying the customer needs at whole by direct marketing.