SPECIFICS OF THE MARKETING AUDIT IN THE FINANCIAL-BANKING SECTOR

Corrado De Cecco, Iuliana Cetină, Violeta Rădulescu and Mircea Drăghici
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Corrado De Cecco: Friuli Trening Services, Trieste Area, Italy, ESOMAR Member
Iuliana Cetină: Academy of Economic Studies, Bucharest, Faculty of Marketing
Violeta Rădulescu: Academy of Economic Studies, Bucharest, Faculty of Marketing
Mircea Drăghici: Faculty of Marketing and International Affaires Spiru Haret University

Annals of Spiru Haret University, Economic Series, 2010, vol. 1, issue 3, 127-137

Abstract: Broadly speaking, the literature on the marketing audit and marketing of services has developed on a separate track. The prerequisite for a particular framework in developing the marketing audit of services is that it does not take sufficient account on the services features, even if the marketing audit is similar with the one in services, too. This thing does not allow the company of services to benefit from the advantages of the audit marketing.

Keywords: marketing audit; marketing in financial-banking sector; services marketing (search for similar items in EconPapers)
JEL-codes: M30 M31 (search for similar items in EconPapers)
Date: 2010
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