BANK MARKETING ENVIRONMENT. PEST ANALYSIS FOR THE ROMANIAN BANK SYSTEM

Réka (DOMBI) Barabás ()
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Réka (DOMBI) Barabás: ”Transilvania” University of Brasov, Romania

Contemporary Economy Journal, 2018, vol. 3, issue 3, 192-197

Abstract: The marketing environment of a company isidentified in the multitude of actors and forces exterior to marketing thathave an impact on the ability of marketing managers to establish and maintainsuccessful relationships with their target group clients. This providesfavourable occasions but it also poses threats. Each organisation functionsunder the conditions offered by its external environment. In this respect, theresults of its activities greatly depend on the extent of being familiar withthe phisiognomy and functioning mechanism of the environment and on the possibilitiesand ability of the organisation to make use of the possibilities and to avoiddistresses posed by it.

Keywords: marketing; marketing micro-environment; marketing macro-environment; market relations; bank system (search for similar items in EconPapers)
JEL-codes: M31 M37 (search for similar items in EconPapers)
Date: 2018
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Persistent link: https://EconPapers.repec.org/RePEc:brc:brccej:v:3:y:2018:i:3:p:192-197

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