Marketing ethical banking

Elisabeth Paulet and Francesc Relano

Chapter 8 in Ethics in Marketing and Communications, 2012, pp 109-122 from Palgrave Macmillan

Abstract: Abstract The aim of this chapter is to show the emergence of a new concept that is different from just sustainable finance: ethical banking. A typology of the different kinds of banks will thus be given, showing in each case their main characteristics. From theory to practice, this chapter will finally show that the different nature of banks proposed in the typology is reflected in their respective balance sheets. This will lead to a more precise definition of corporate governance. Obviously, a bank that does no marketing, no matter how ethically pure and transparent its operation, will never succeed. Thus, we also look at the current practices among these institutions and make recommendations for further improvement in communicating their value proposition.

Keywords: Corporate Governance; Financial Market; Balance Sheet; Social Responsible Investment; Financial Transaction (search for similar items in EconPapers)
Date: 2012
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-0-230-36714-2_8

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DOI: 10.1057/9780230367142_8

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