Issues of Marketing Strategies in the Banking Industry

Sudacevschi Mihaela ()
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Sudacevschi Mihaela: “Nicolae Titulescu” University, Bucharest

Ovidius University Annals, Economic Sciences Series, 2013, vol. XIII, issue 1, 1018-1022

Abstract: This paper intends to analyze and to characterize activities specific to financial – banking marketing. Banking marketing is the most important marketing tool, that allows the development of bank activity, improve the performance and achieve its strategic objectives. Increasing the importance of marketing in banking activity is determined by the development of banking industry, increasing the complex environment in which acts banks and increasing competition on the banking market. Banking promotion is the method which banks use to spread the world about their products and services to customers. Many banks use a mix of advertising, to promote their banking product and services. Banks have a unique challenge when it comes to marketing, because they do not offer tangible products for consumers. Promoting a bank requires to convincing consumers to trust a bank with their money and make customers feel like they are getting the most value for their money.

Keywords: financial – banking marketing; banking products and services; financial – banking marketing mix; marketing strategies. (search for similar items in EconPapers)
JEL-codes: G21 M31 (search for similar items in EconPapers)
Date: 2013
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Persistent link: https://EconPapers.repec.org/RePEc:ovi:oviste:v:xii:y:2012:i:1:p:1018-1022

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