Do Croatian Banks Implement Marketing Concept?

Marija Tomasevic Lisanin

Zagreb International Review of Economics and Business, 1998, vol. 1, issue 1, 109-123

Abstract: In this article author presents the results of an empirical study aimed at the assessment of real state of marketing concept within Croatian banking system. State of marketing in Croatian banks is not satisfactory, but there is a rational explanation of such a situation. Croatian banks are in process of market transformation and even they realise, but slowly, the importance of ‘being market oriented’ They not only lack knowledge, but also real incentive to make it happen. Since the money supply is significantly lower than the money demanded, there is no increased pressure to use sophisticated marketing methods.

Keywords: Croatian banks; market orientation; marketing philosophy (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Date: 1998
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