INTEGRATED COMMUNICATIONS OF BANK MARKETING

Valeria Arina Balaceanu ()

Revista Economica, 2008, vol. 42-43, issue 5-6, 56-68

Abstract: Communication, by its nature, has two dimensions, one economic and one political, the first being the one that aims to the maximization of the issuer’s interests, while the second tends to the optimization of the receptor’s satisfaction. The communication system of a modern bank implies the use of forms of the current and potential clients’ information and stimulation, which present the banking institution, its products/ services so that they cause favorable changes in their consumption mentality and habits; on the other side, also the establishment of an effective communication with its own employees, shareholders, with other banks and financial institutions should be taken into account. Communication is the most visible, sometimes disturbingly visible element of marketing mixing, but its value is limited in the event that it is not used intelligently, in complete correlation with the other components – product/service, price and distribution. By communication, the marketing specialists inform the current and potential clients on the benefits that a product/service brings, about the price and other costs, about the channels through which a service is delivered and where and when it is valid. The communication system of a modern institution involves on one side the use of various forms of the consumers’ information and stimulation, by which the institution, its products and services are presented, having the purpose to promote favorable changes in their consumption mentality and habits, and on the other side, the institution establishes a series of “internal” communications with its own employees, shareholders, suppliers of equipment, social-cultural environments. Information plays a special role in forming the image. Thus, the various “sides” of the image are outlined by the corresponding types of information - the financial information help with structuring the financial image, the social information structures the internal community, and the institutional information structures the public’s image regarding the institution.

Keywords: communication system; bank marketing; information (search for similar items in EconPapers)
Date: 2008
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