EMPHASIS USE ACTIVITY MARKETING IN THE BANKING SYSTEM

Valeria Arina Balaceanu () and Dana Sisea

No 7, Post-Crisis Trends - Working papers from Ecological University of Bucharest, Department of Economics

Abstract: XXI Century came with major changes in all fields, but especially in domestic and international banking. In the future, banking marketing will be increasingly influenced by the evolution of gross and structure of banking activities, both national and international. Today, the banking sector is a buyer's market. The organization of marketing activities determines the performance of the banking institution in the market, therefore, the creation and development of optimal organizational structure becomes an imperative of the time. Marketing research provide informational support needed at all stages of decision making. Through the use of concepts, methods and techniques of market research is done specifying the measurement, collection, analysis and interpretation of marketing information. All this leads to a better understanding of the environment in which the banking institution, and for identifying opportunities, evaluating alternative marketing actions and their effects. Marketing research on the banking market is a complex process that includes two basic directions: banking market research and market strategy development and implementation.

Keywords: lending; credit policy; individual credit risk; global credit risk management (search for similar items in EconPapers)
JEL-codes: G21 M31 (search for similar items in EconPapers)
Pages: 7 pages
Date: 2014-01
New Economics Papers: this item is included in nep-mkt
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Published in Economics of Sustainable Development - Post-Crisis Trends, ISBN: 978-606-652-060-7, March 2014, pages 58-64

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