MARKETING AND INNOVATION IN ENVIRONMENT BANKING FINANCIAL - REQUIREMENTS IN A KNOWLEDGE-BASED SOCIETY AND TECHNOLOGY

Mircea Valeria Arina
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Mircea Valeria Arina: FACULTY OF ECONOMICS, ECOLOGICAL UNIVERSITY OF BUCHAREST

Annals - Economy Series, 2015, vol. 2, 276-286

Abstract: In the context of knowledge-based economy and society has acquired a connotation marketing role vital for all fields. Evolution of social, cultural, political and economic, information, design and conduct of marketing activities contribute to increasing the efficiency of any institution. Evolution of marketing over time provoked the great researchers who have tried to define the concept of their views, but only surprising aspects of this vast and important field. The definitions are different as shown in the article approach, the essence is the same. In the banking and financial role of marketing is to continually improve the quality of customer services and products offered by formulating appropriate marketing strategies so as to be able to influence The consumer buying behavior. Customer focus, his loyalty and not least an innovative marketing that starts at the client key aspects FEATURES today. The emphasis on innovation and ingenuity in order to: create new banking services and products, ways to attract customers; loyalty of existing ones, defining marketing and communication strategies lead to appropriate strategies to maximize the results of innovative marketing campaigns. Referring to work in the banking environment we can say that innovation is the key to success BANK and are based on: product and service innovations, process innovations, organizational innovations, and not least of marketing innovations.

Keywords: marketing; innovation; banks; products; services; consumers (search for similar items in EconPapers)
Date: 2015
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